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<x: 
I.  C.  S. 

REFERENCE  LIBRARY 


A    SERIES    OF     TEXTBOOKS     PREPARED     FOR     THE     STUDENTS     OF    THE 

INTERNATIONAL    CORRESPONDENCE    SCHOOLS    AND    CONTAINING 

IN      PERMANENT      FORM      THE      INSTRUCTION       PAPERS. 

EXAMINATION    QUESTIONS.    AND    KEYS    USED 

IN     THEIR     VARIOUS     COURSES 


GENERAL  DEFINITIONS. 
COPY  FOR  ADVERTISEMENTS  ^ 
CORRECT  AND  FAULTY  DICTION 

PUNCTUATING  AND  EDITING 
TYPE  AND  TYPE  MEASUREMENTS 

LAYOUTS  5    , 
PROOF-READING^ 

102   366 


^  SCRANTON 

INTERNATIONAL  TEXTBOOK  COMPANY 
204 


Copyright,  1909,  by  INTERNATIONAL  TEXTBOOK  COMPANY. 


Entered  at  Stationers'  Hall,  London. 


General  Definitions:  Copyright,  1909,  by  INTERNATIONAL  TEXTBOOK  COMPANY. 
Entered  at  Stationers'  Hall,  London. 

Copy  for  Advertisements:  Copyright,  1909,  by  INTERNATIONAL  TEXTBOOK  COM- 
PANY. Entered  at  Stationers'  Hall,  London. 

Correct  and  Faulty  Diction:  Copyright,  1909,  by  INTERNATIONAL  TEXTBOOK  COM- 
PANY. Entered  at  Stationers'  Hall,  London. 

Punctuating  and  Editing:  Copyright,  1909,  by  INTERNATIONAL  TEXTBOOK  COMPANY. 
Entered  at  Stationers'  Hall,  London. 

Type  and  Type  Measurements:  Copyright,  1909,  by  INTERNATIONAL  TEXTBOOK 
COMPANY.  Entered  at  Stationers'  Hall,  London. 

Layouts:  Copyright,  1909,  by  INTERNATIONAL  TEXTBOOK  COMPANY.  Entered  at 
Stationers'  Hall,  London. 

Proof-Reading:  Copyright,  1909,  by  INTERNATIONAL  TEXTBOOK  COMPANY.  Entered 
at  Stationers'  Hall,  London. 


All  rights  reserved. 


PREFACE 


Formerly  it  was  our  practice  to  send  to  each  student 
entitled  to  receive  them  a  set  of  volumes  printed  and  bound 
especially  for  the  Course  for  which  the  student  enrolled. 
In  consequence  of  the  vast  increase  in  the  enrolment,  this 
plan  became  no  longer  practicable  and  we  therefore  con- 
cluded to  issue  a  single  set  of  volumes,  comprising  all  our 
textbooks,  under  the  general  title  of  I.  C.  S.  Reference 
Library.  The  students  receive  such  volumes  of  this 
Library  as  contain  the  instruction  to  which  they  are  entitled. 
Under  this  plan  some  volumes  contain  one  or  more  Papers 
not  included  in  the  particular  Course  for  which  the  student 
enrolled,  but  in  no  case  are  any  subjects  omitted  that  form 
a  part  of  such  Course.  This  plan  is  particularly  advan- 
tageous to  those  students  who  enroll  for  more  than  one 
Course,  since  they  no  longer  receive  volumes  that  are,  in 
some  cases,  practically  duplicates  of  those  they  already 
have.  This  arrangement  also  renders  it  much  easier  to 
revise  a  volume  and  keep  each  subject  up  to  date. 

Each  volume  in  the  Library  contains,  in  addition  to  the 
text  proper,  the  Examination  Questions  and  (for  those 
subjects  in  which  they  are  issued)  the  Answers  to  the 
Examination  Questions. 

In  preparing  these  textbooks,  it  has  been  our  constant 
endeavor  to  view  the  matter  from  the  student's  standpoint, 
and  try  to  anticipate  everything  that  would  cause  him 
trouble.  The  utmost  pains  have  been  taken  to  avoid  and 
correct  any  and  all  ambiguous  expressions — both  those  due 
to  faulty  rhetoric  and  those  due  to  insufficiency  of  state- 
ment or  explanation.  As  the  best  way  to  make  a  statement, 
explanation,  or  description  clear  is  to  give  a  picture  or  a 

iii 


1C23117 


iv  PREFACE 

diagram  in  connection  with  it,  illustrations  have  been  used 
almost  without  limit.  The  illustrations  have  in  all  cases 
been  adapted  to  the  requirements  of  the  text,  and  projections 
and  sections  or  outline,  partially  shaded,  or  full-shaded 
perspectives  have  been  used,  according  to  which  will  best 
produce  the  desired  results. 

The  method  of  numbering  pages  and  articles  is  such  that 
each  part  is  complete  in  itself;  hence,  in  order  to  make  the 
indexes  intelligible,  it  was  necessary  to  give  each  part  a 
number.  This  number  is  placed  at  the  top  of  each  page,  on 
the  headline,  opposite  the  page  number;  and  to  distinguish 
it  from  the  page  number,  it  is  preceded  by  a  section 
mark  (§).  Consequently,  a  reference,  such  as  §3,  page  10, 
can  be  readily  found  by  looking  along  the  inside  edges  of 
the  headlines  until  §  3  is  found,  and  then  through  §  3  until 
page  10  is  found. 

INTERNATIONAL  CORRESPONDENCE  SCHOOLS 


CONTENTS 


GENERAL.  DEFINITIONS                                           Section  Page 
Classification  and  Comparison  of    Adver- 
tising    1  1 

Classes  of  Advertising 1  1 

Selling  Forces 1  3 

Persons  Concerned  in  Advertising  Work  .  1  4 

Qualifications  for  Advertisers 1  5 

Methods  of  Marketing 1'  8 

Plans    Followed    by    Manufacturers    and 

Dealers 1  8 

Consumer's  Part  in  Sales 1  13 

Details  Governing  Advertisements      ...  1  20 

The  Prospective  Customer 1  20 

The  Medium 1  21 

The  Advertisement 1  22 

The  Article 1  27 

COPY  FOR  ADVERTISEMENTS 

General  Remarks 2  1 

Classes  of  Copy , 2  2 

Reminding  Copy 2  2 

Informing  Copy 2  6 

Components  of  Copy 2  11 

The  Heading 2  11 

Subheadings      2  16 

Body  Matter 2  20 

The  Price 2  34 

The  Selling  Plan 2  40 

Admonition  to  the  Reader 2  40 

v 


CONTENTS 


COPY  FOR  ADVERTISEMENTS  —  Continued 

Section 

Page 

Name  and  Address  

2 

43 

Use  of  Scrap  Book,  or  File  

2 

45 

Copy  Writing    

3 

1 

Useful  Suggestions     

3 

1 

Catch  Phrases  

3 

28 

Copy  Summary    

3 

31 

Examples  of  Constructing  Advertisements 

3 

31 

CORRECT  AND  FAULTY  DICTION 

Introduction  

4 

1 

The  Pronoun     

4 

3 

The  Adjective  

4 

10 

The  Adverb  

4 

14 

The  Conjunction  

4 

18 

The  Preposition   

4 

21 

The  Verb  

4 

24 

Miscellaneous  Points  ....     •   

4 

36 

Common  Errors    

4 

51 

PUNCTUATING  AND  EDITING 

Punctuating  of  Copy  

5 

1 

The  Comma  

5 

3 

The  Semicolon      

5 

6 

The  Colon     

5 

6 

The  Period     

5 

7 

The  Interrogation    

5 

8 

The  Exclamation     

5 

9 

The  Hyphen      

5 

10 

The  Dash  

5 

10 

The  Marks  of  Parenthesis     .    .    

5 

11 

Brackets     

5 

12 

Quotation  Marks  

5 

12 

The  Apostrophe  

5 

13 

Miscellaneous  Marks  

5 

14 

Capitalization    

5 

15 

Compounding    

5 

19 

Style   

5 

20 

Editing  of  Copy  

5 

25 

CONTENTS  vii 


TYPE  AND  TYPE  MEASUREMENTS 

Section 

Page 

Type  Elements     

.      6 

1 

Type  Features      

.      6 

2 

Type  Measurements    

.      6 

4 

Display  Type 

6 

8 

Body  Type     

.      6 

11 

Measuring  Body-Type  Spaces 

6 

16 

Borders  and  Rules  

.      6 

24 

Dimensions  of  Advertising  Pages  .    .    . 

.      6 

26 

The  Best  Uses  of  Various  Type  Faces  . 

.      7 

3 

Exhibits  of  Display  Type 

7 

16 

Exhibits  of  Body  Type 

7 

104 

Exhibit  of  Borders 

.      7 

114 

Exhibit  of  Initials   

.      7 

121 

LAYOUTS 

Introduction       '   

.      8 

1 

I.  C.  S.  Ad-Writers'  Chart     

.      8 

2 

Steps  in  Making  a  Layout     

.      8 

4 

Layouts  for  Complex  Advertisements    . 

.      8 

16 

Dealing  With  the  Printer   

.      8 

18 

PROOF-READING 

Proofs  and  Plans  of  Reading    

.      9 

1 

Marking  Changes  and  Corrections  .    .    . 

.      9 

5 

Proof-Marks      

.      9 

8 

Methods  of  Marking  Proof   ...... 

.      9 

10 

Other  Important  Considerations  .... 

.      9 

18 

GENERAL  DEFINITIONS 


CLASSIFICATION  AND  COMPARISON 
OF  ADVERTISING 

1.  Definition  of  Advertising. — The  word  advertising 
is  derived  from  advert,  which  means  "to  turn  the  mind 
toward."  In  a  broad  sense,  therefore,  advertising  is  turn- 
ing or  drawing  attention  toward  something,  and  in  this 
sense  any  means  used  to  draw  attention  toward  any  purpose 
is  advertising.  In  commercial  usage,  the  means  is  anything 
that  secures  publicity,  and  the  purpose  is  to  sell  something. 
The  "something"  is  usually  an  article  of  merchandise;  but 
it  may  be  business  or  professional  services,  in  the  case  of  a 
a  printer  or  a  dentist;  or  manual  labor  or  skill,  such  as  that 
of  a  plumber  or  a  carpenter;  or  the  transportation  facilities 
of  a  railroad  or  steamboat  company;  etc.  In  brief,  then, 
advertising  is  the  art  of  selling  through  publicity. 


CLASSES  OF  ADVERTISING 

2.  Advertising  may  be  classified  in  two  ways:    (1)  accord- 
ing to  the  territory  covered;  and  (2)  according  to  the  method 
of  marketing.     The  first  division  includes  local  and  general 
advertising,   the    second    includes    retail,   mail-order,  general 
publicity  or  indirect,  and  trade  advertising. 

3.  Local  Advertising. — Advertising  confined   to  one 
locality  such,  for  example,  as  a  city  and  its  suburbs,  or  a 
county,  or  a  given   section  of  a   state,  is  known  as  local 
advertising.      Most  retail-store  advertising  is  local. 


rEXTBOOK  COMPANY.       ENTERED  AT  STATIONERS'   HALL,   LONDOIl 
§1 


GENERAL  DEFINITIONS  §  1 

4.  General  Advertising. — Advertising  not  confined  to 
one  locality  such  as  a  city  and  its  suburbs,  a  county,  or  a 
section  of  a  state,  but  which  may  cover  an  entire  state,  or 
several  states,  or  the  entire  United  States,  or  a  number  of 
different   countries,    is    classed    as    general    advertising. 
The  National   Biscuit    Company   (Uneeda   Biscuit)    and   the 
Larkin   Company .  (mail-order  advertisers   of   soaps,  spices, 
etc.)  are  general  advertisers. 

5.  Retail  Advertising. — When  the  object  is  to  bring 
the  consumers  of  one  locality  to  the  advertiser's  store,  or 
to  induce  them  to  telephone  their  orders  to  a  retailer  or  to 
give    orders   to    a   retailer's   house-to-house    salesman,   the 
advertising  is  called  retail  advertising. 

6.  Mail-Order  Advertising. — When,  on  account  of  the 
distance  between  the  advertiser  and  the  consumer,  the  con- 
sumer must  send  his  order  by  mail,  the  advertising  is  known 
as    mail-order   advertising.      This   class    of    advertising 
usually    covers    much    broader    territory    than    does    retail 
advertising.     Some  retail  stores  and  manufacturers  that  do 
most  of  their  business  by  other  methods  of  marketing  have 
mail-order  departments  also.     Then  there  are  manufacturers 
that  sell  almost  exclusively  by  the  mail-order  plan;  and  large 
firms,  like  Sears,  Roebuck  &  Company,  of  Chicago,  that  sell 
a  great  variety  of  goods  by  mail. 

7.  General    Publicity    or    Indirect    Advertising. 

When  the  advertising  is  designed  to  influence  the  consumer 
to  call  on  a  retailer  for  the  article  rather  than  to  come  to  the 
advertiser  for  it  or  to  order  by  mail,  it  is  known  as  general 
publicity  or  indirect  advertising.  The  National  Bis- 
cuit Company  and  the  H.  J.  Heinz  Company  do  this  kind 
of  advertising. 

8.  Trade     Advertising. — When     the     advertising     is 
designed  to  convince  the  "trade" — a  commercial  term  used 
to  describe  dealers,  who  may  be  jobbers,  wholesalers,  or 
retailers — that  it  is  to  their  interest  to  handle  the  adver- 
tiser's goods,  it  is  classed  as  trade  advertising. 


§1  GENERAL  DEFINITIONS  3 

SELLING  FORCES 

9.     Relation  of  Advertising  to  Other  Selling  Forces. 

Too  frequently,  advertising  is  regarded  as  a  selling  force 
that  has  no  relation  to  the  rest  of  the  business — sometimes, 
as  almost  the  only  selling  force  at  the  advertiser's  com- 
mand. This  is  a  mistake.  There  are  four  selling  forces, 
all  closely  related:  (1)  the  goods;  (2)  the  consumer  (by 
his  recommendations  to  others);  (3)  the  salesman;  and 
(4)  the  advertising. 

Before  advertising,  as  it  is  understood  today,  was  thought 
of,  goods  were  sold  by  means  of  the  first,  second,  and  third 
selling  forces;  but  now  in  few  lines  of  business  can  the 
greatest  success  be  attained  without  recourse  to  this  fourth 
selling  force — advertising.  The  inherent  qualities  of  the 
goods  produce  a  certain  amount  of  sales,  but  what  is  more 
important,  these  qualities  induce  a  user  of  the  goods  to 
recommend  them  to  others.  Personal  recommendation  of 
an  article  by  a  user  of  it  is  perhaps  the  strongest  selling 
force  of  all.  The  truism  that  "the  best  advertisement  is  a 
pleased  customer"  has  a  deep  meaning;  advertising  is  no 
magic  art  to  make  customers  satisfied  with  shoddy  goods  or 
poor  store  service,  and  unless  both  the  goods  and  the  service 
are  what  they  should  be,  the  advertising  will  necessarily  lose 
most  of  its  force. 

The  salesman  in  any  line  of  business  is  an  important 
selling  force,  and,  because  of  his  personal  contact  with  cus- 
tomers, will  always  be  important.  But  his  field  is  neces- 
sarily limited;  usually  he  can  deal  with  only  one  person  at 
a  time. 

Advertising,  however,  may  be  considered  as  a  combina- 
tion of  the  selling  forces  of  the  goods  and  the  salesman,  but 
with  multiplied  opportunity.  By  means  of  picture  and 
description,  the  goods  may  be  placed  before  the  public  eye 
in  connection  with  a  printed  argument  corresponding  to  the 
salesman's  personal  talk  with  the  customer;  but  instead  of 
placing  this  before  a  single  customer  at  a  time,  advertising 
may  reach  thousands  of  customers  at  one  and  the  same  time, 


4  GENERAL  DEFINITIONS  §1 

Practically  the  only  limit  to  the  number  of  possible  custom- 
ers that  may  be  reached  by  advertising  is  that  set  by  the 
amount  of  money  the  advertiser  is  willing  to  expend. 


PERSONS  CONCERNED  IN  ADVERTISING  WORK 

10.  In  order  to  understand  how  advertising  work  is 
done,  notice  should  be  taken  of:  (1)  the  advertiser,  who 
may  be  the  manufacturer  or  creator  of  the  commodity  he 
wishes  to  sell,  or  a  merchant  or  an  agent,  disposing  of  a 
commodity  produced  by  some  one  else;  (2)  the  publisher 
or  controller  of  newspapers,  magazines,  billboards,  or  some 
other  form  of  advertising  space. 

The  advertiser's  interests  may  be  large  enough  to  warrant 
the  employment  of  an  advertising  manager  to  take  charge 
of  the  advertising  work,  the  advertiser  merely  exercising  a 
general  supervision  over  his  advertising  manager's  work. 
In  the  case  of  advertisers,  such  as  large  department  stores, 
the  advertising  manager  may  find  it  necessary  to  employ 
several  ad-writers,  or  copy-writers,  to  assist  him  in  the 
writing  of  the  advertising.  The  service  of  the  illustrator, 
or  artist,  is  frequently  required  in  order  to  provide  proper 
illustration  for  the  advertising  matter;  and  engravers,  and 
electrotypers  are  called  on  to  make  plates  for  printing  certain 
classes  of  advertising.  Advertisements,  such  as  posters, 
are  frequently  drawn  on  and  printed  from  stone,  requiring 
the  service  of  a  lithographer. 

The  publisher  employs  printers  to  set  advertisements  in 
type  and  to  operate  presses,  and  usually  has  proof-readers  to 
read  the  proofs,  or  preliminary  prints,  of  advertising  matter 
and  mark  the  errors.  Publishers  also  employ  solicitors  or 
representatives,  whose  business  is  to  sell  the  advertising  space 
controlled  by  their  employers. 

Much  of  the  general  and  mail-order  advertising  is  done  by 
advertising  agents,  or  agencies,  men  or  firms,  usually  of  broad 
experience,  that  plan  and  execute  advertising  campaigns  in 
all  their  details,  and  that  nearly  always  receive  their  compen- 
sation in  the  form  of  a  commission  from  publishers  on  the 


§1  GENERAL  DEFINITIONS  5 

amount  spent  by  the  advertiser.  Comparatively  little  local 
advertising  is  attended  to  by  advertising  agents.  Though 
the  first  advertising  agents  were  nothing  more  than  brokers 
in  advertising  space,  the  service  of  the  best  modern  adver- 
tising agencies  has  reached  the  point  where  the  advertiser 
needs  to  do  little  except  to  exercise  general  supervision 
over  his  plans  and  pay  the  bills. 

In  studying  the  merchandizing  part  of  advertising  prob- 
lems, in  addition  to  the  customer,  or  consumer,  who  purchases 
the  commodity,  notice  should  be  taken  of  the  salesman,  who 
may  sell  goods  in  a  store  or  travel  from  place  to  place; 
the  retailer,  or  proprietor  of>  a  retail  store;  wholesalers, 
jobbers,  brokers,  importers,  commission  men,  and  sales 
agents — commonly  referred  to  as  middlemen,  one  or  more 
of  whom  usually  handle  manufacturers'  products  before 
they  are  placed  on  sale  in  retail  stores. 


QUALIFICATIONS  FOR  ADVERTISERS 

11.  The  advertiser  that  hopes  to  do  the  most  successful 
advertising    should   either    have    or   acquire   three   distinct 
qualifications,   of  almost  equal  importance,   which  will   be 
described  in  detail. 

12.  First  Qualification. — The  most  important  qualifi- 
cation is  the  ability  to  study  the  prospective  market  for  the 
article  or  service  to  be  advertised — to  gauge,  with  reasonable 
accuracy,  the  existing  demand  or  the  demand  that  could  be 
created,  and  the  competition;  to  form  a  fair  mental  picture 
of  the  prospective  customers,  and  to  learn  their  whereabouts, 
needs,  tastes,  prejudices,  ability  to  purchase,  and  manner  of 
reasoning;  and  to  devise  an  effective  advertising  and  selling 
plan.     The   best    advertisements  will   accomplish   little   or 
nothing   unless    the  manner  of  circulating  such  advertise- 
ments is  thorough  and  economical  and  unless  a  way  is  pro- 
vided by  which  prospective  customers  can  buy  conveniently. 
The  working  out  of  a  plan  for  the  marketing  of  the  goods 
and  for  advertising  them  in  an  effective,  economical  way 


6  GENERAL  DEFINITIONS  §1 

must  be  done  before  the  advertiser  can  proceed  intelligently 
to  the  writing  of  advertising  matter. 

"Sizing  up"  the  market  and  deciding  on  the  selling  plan 
is  sometimes  easy,  and  at  other  times  a  most  complex 
problem.  If  the  advertiser  is  a  haberdasher  with  a  new 
stock  of  Manhattan  shirts,  he  is  usually  restricted  to  a 
selection  from  five  or  six  methods  of  notifying  prospective 
customers:  exhibiting  samples  of  the  new  goods  in  his 
windows;  making  an  announcement  through  the  newspaper; 
se.nding  a  letter  or  folder  to  a  mailing  list  of  prospective 
customers;  using  street-car  cards,  posters,  or  theater  pro- 
grams. The  newspaper  is  ordinarily  the  mainstay  of  the 
retailer,  but  he  is  not  restricted  to  it. 

But  some  retailers  reach  out  farther  than  the  immediate 
community  and  offer  to  receive  orders  through  the  mails, 
and  the  problem  grows  a  little  more  complex. 

The  problem  of  the  manufacturer  is  usually  still  more 
complex.  Will  he  offer  to  sell  direct  to  the  consumer  or 
will  he  sell  through  retailers  (or  first  through  jobbers 
and  wholesalers,  then  to  retailers),  and  let  the  purpose  of 
his  advertising  be  only  to  influence  the  prospective  customer 
to  go  to  the  retailer  for  the  article?  Or,  will  he  aim  mainly 
to  send  the  prospective  customer  to  the  retailer  but  at  the 
same  time  offer  to  supply  direct  in  case  the  retailer  will  not 
fill  the  order?  Shall  magazines,  newspapers,  car  cards, 
posters,  signs,  programs,  or  circular  matter  be  used,  or 
several  of  these  mediums?  Is  it  best  to  try  at  the  outset  to 
create  a  demand  over  the  entire  country,  or  to  concentrate 
the  advertising  in  a  small  section  of  territory,  gradually 
enlarging  this  territory?  What  is  the  best  way  to  interest 
retailers?  These  are  problems  requiring  much  judgment  and 
a  good  understanding  of  trade  conditions.  Not  all  articles 
can  be  advertised  successfully  to  the  general  public.  A  soap 
could  be;  but  there  would  be  so  few  prospective  purchasers 
for  a  $125  pneumatic  riveting-hammer  in  any  community  of 
100,000  people  that  advertising  to  the  general  public  would 
not  be  practical.  In  the  case  of  the  hammer,  the  advertising 
would  have  to  be  directed  exclusively  to  a  special  class. 


§1  GENERAL  DEFINITIONS  7 

This  first  qualification  necessitates  that  the  advertiser  shall 
study  human  nature  and  that,  in  planning,  he  will  ask  him- 
self, "What  would  appeal  to  these  prospective  customers?" 
rather  than,  "What  would  appeal  to  me?"  If  he  is  planning 
to  sell  something  to  women,  he  must  see,  in  his  mind,  the 
particular  type  of  woman  he  is  trying  to  influence;  he  must 
understand  her  circumstances  and  her  manner  of  reasoning 
and  learn  what  plan  of  selling  would  be  most  successful  in 
dealing  with  her.  If  he  is  attempting  to  sell  something  to 
farmers,  he  must  have  a  correct  understanding  of  farmers 
and  of  their  probable  attitude  toward  the  advertised  com- 
modity. It  is  not  always  easy  to  do  this.  For  example, 
one  advertiser  trying  to  appeal  to  farmers  will  have  in  mind 
the  "Uncle  Josh"  type;  another  will  swing  to  the  other 
extreme  and  picture  the  farmer  with  his  automobile  and 
high-priced  piano.  Both  of  these  types  of  farmers  exist, 
but  neither  truly  represents  the  great  mass  of  farmers. 

13.  Second     Qualification. — The     second     essential 
qualification  is  the  ability  to  study  the  article  or  service  an'd 
to  see  the  features  that  will  appeal  favorably  to  prospective 
purchasers.     This  necessitates  that  the  mind  shall  be  kept 
open  to  impressions  and  that  the  advertiser  shall  cultivate 
the  keen  investigating  spirit  of  the  good  news  reporter.     A 
single  feature  of  an  article  or  a  service  that  might  be  easily 
overlooked  or  undervalued  is  sometimes  the  key  to  success- 
ful advertising.     A  certain  revolver  that  has  had  extensive 
sales  during  the  last  few  years  owes  its  popularity  to  a  lock 
mechanism  that  makes  it  impossible  for  the  revolver  to  be 
fired  unless  the  trigger  is  pulled.     It  took  a  keen  mind,  how- 
ever, to  see  that  the  fear  of  accidental  discharge  is  what 
keeps  thousands  from  purchasing  revolvers,  and  that  this 
revolver  would  overcome  that  objection  to  a  large  degree. 

14.  Third  Qualification. — The  third  qualification  is  a 
reasonable  amount  of  skill  in  writing,  so  as  to  be  able  to  put 
into  clear,  concise,  well-arranged,  interesting  language  the 
features  about  the   advertised    article   or   service  that  will 
influence    people   to    buy.     Along  with    this    ability,   there 


8  GENERAL  DEFINITIONS.  §1 

should  be  some  knowledge  of  illustration,  printing,  and 
engraving  methods,  and  comparative  values,  under  varying 
conditions,  of  newspapers,  magazines,  street-car  cards, 
posters,  catalogs,  booklets,  letters,  and  other  mediums 
for  advertising. 

15.     Importance  of  Possessing  Qualifications. — It 

will  be  seen,  therefore,  that  the  advertiser  hoping  to  do  the 
most  successful  advertising  should  build  up  more  than  the 
mere  ability  to  "talk  in  print."  He  should  have  as  much 
general  knowledge  of  a  business  as  any  one  connected  with 
it,  and  his  knowledge  concerning  the  manufacturing  (or  buy- 
ing) department  and  the  selling  department  should  be  par- 
ticularly good. 

There  are  successful  advertisers  that  do  not  possess  all 
three  of  the  qualifications  outlined.  All  three  are  not  abso- 
lutely indispensable.  An  advertiser  that  cannot  write  well, 
for  instance,  can  employ  some  one  to  write  for  him;  but  it 
would  be  better,  nevertheless,  if  he  could  do  the  writing 
himself,  even  if  he  does  not  always  do  it. 


METHODS  OF  MARKETING 


PLANS  FOLLOWED  BY  MANUFACTURERS 
AND  DEALERS 

16.  There  are  five  principal  ways  by  which  the  adver- 
tiser can  market  his  goods,  depending  on  whether  he  is  the 
manufacturer  of  the  goods  or  a  dealer  in  them:     (1)  Manu- 
facturer to  middleman,  then  to  retailer,  then  to  consumer; 

(2)  manufacturer  to  retailer,   or  agent,  then  to  consumer; 

(3)  manufacturer  to  consumer  direct;   (4)  mail-order  dealer 
to  consumer;  and  (5)  retail  dealer  to  consumer. 

17.  Selling    Through    Middlemen    and    Retailers. 

In  former  times  the  manufacturer  had  no  direct  dealings  with 
the  retailer  or  the  consumer  and  had  to  depend  entirely  on 
middlemen  to  dispose  of  his  goods.  The  consumer  had  prac- 
tically no  way  of  learning  how,  by  whom,  and  of  what  the 


§1  GENERAL  DEFINITIONS  9 

goods  he  bought  were  made,  and  had  to  rely  entirely  on  the 
retailer's  word.  The  retailer  in  turn  was  wholly  dependent 
on  the  middleman  or  his  traveling  salesman,  the  drummer. 
The  middleman  was  the  only  one  in  the  chain  that  dealt 
direct  with  the  manufacturer,  and  since  the  middleman  con- 
trolled the  market,  he  was  able  to  dictate  to  the  manufacturer 
the  kind  and  quality  of  goods  to  be  manufactured,  and  also 
the  price  to  be  charged.  Gradually,  however,  manufacturers 
began  to  trade-mark  their  goods  and  to  advertise  to  the  con- 
sumer. This  induced  the  consumer  to  ask  the  retailer  for  a 
manufactured  article  by  name,  which  resulted  in  a  demand 
by  the  retailer  on  the  middleman  and,  finally,  by  the  middle- 
man on  the  manufacturer.  The  manufacturer  in  this  way 
secured  a  hold  on  the  market,  and  the  middleman  has 
become  of  much  less  importance,  until  today  he  is  in  many 
instances  only  a  distributor  of  the  advertiser's  goods.  A 
few  large  manufacturers  deal  direct  with  the  retailer  or  sell 
to  the  consumer  through  agents  that  they  appoint,  thus 
cutting  out  wholesalers  and  jobbers  entirely,  but  the  middle- 
man will  always  continue  to  be  an  important  link  between 
most  small  manufacturers  and  the  retailer. 

Since  the  manufacturer  must  usually  depend  on  the  retailer 
to  deal  with  the  consumer,  it  is  evident  that  the  advertising 
must  be  such  as  to  bring  the  retailer  and  the  consumer 
together.  As  already  explained,  general  publicity  accom- 
plishes this  object. 

18.  Manufacturer  to  Consumer  Direct. — The  form 
of  marketing  in  which  the  manufacturer  sells  direct  to  the 
consumer,  sometimes  called  selling  from  factory  to  con- 
sumer, is  employed  by  the  manufacturer  of  one  or  a  few 
lines  of  goods  in  order  to  cut  out  the  profits  of  the  middle- 
man and  the  retailer  and  to  obtain  direct  control  of  the 
market.  In  spite  of  the  large  amount  necessary  to  be  spent 
in  advertising  such  a  business,  the  manufacturer  often  makes 
as  large  net  profits  as  by  the  old-established,  indirect  method 
— sometimes  larger  profits — and  at  the  same  time  forms 
direct  relations  with  each  customer. 


10  GENERAL  DEFINITIONS  §1 

When  the  consumer  lives  at  a  more  or  less  distant  point 
and  the  manufacturer  sells  to  him  .direct,  it  is  evident  that 
such  a  business  is  entirely  mail  order  in  both  its  marketing 
and  its  advertising  methods.  This  method  of  marketing 
is  becoming  more  and  more  extended  in  many  lines  of  trade, 
and  is  not  entirely  confined  to  manufacturers.  In  some 
cases,  a  company  will  contract  for  the  entire  output  of  one 
or  more  factories  making  a  certain  kind  of  goods,  and  will 
use  the  mail-order  method  of  selling  this  output. 

19.  Mail-Order    Dealer    to    Consumer. — As    in    the 

case  of  the  mail-order  manufacturer,  the  mail-order  dealer 
sells  direct  to  the  consumer,  but  instead  of  manufacturing 
the  commodities  sold,  the  mail-order  dealer  buys  them  from 
the  manufacturers,  commission  men,  wholesalers,  importers, 
etc.  In  exceptional  cases,  mail-order  dealers  manufacture 
a  few  goods  they  sell,  but,  as  the  term  implies,  the  mail- 
order dealer  is  primarily  not  a  manufacturer,  but  a  retailer 
by  mail.  The  consumer  orders  and  pays  for  the  goods  by 
mail,  and  they  are  forwarded  to  him  by  mail,  express,  or 
freight.  An  order  may  result:  (1)  from  an  advertisement, 
(2)  from  the  advertiser's  catalog  sent  in  response  to  an 
inquiry,  or  (3)  from  a  letter  sent  out  to  "follow  up" 
an  inquiry. 

20.  Kinds  of  Mail-Order  Dealers. — Mail-order  dealers 
are    of    two    kinds:  specialty  mail-order   dealers  and  general 
mail-order  dealers. 

21.  Specialty    Mail-Order    Dealers.  —  Dealers   that 
sell  by  mail  and  handle  Jo  w-priced  articles,  such  as  novelties, 
cheap    jewelry,    cheap    books,    and    so    on,    or    those    who 
handle  merchandise  of  only  one  kind,  books,  for  example, 
are   generally  classed   as  specialty  mail-order  dealers. 
The  capital  of  a  company  of  this  sort  is  usually  small,  and 
frequently   the   business   is  operated    as  a  side  line.     The 
goods  are  usually  obtained  from  manufacturers  or  whole- 
salers   that    make    a   business    of    supplying    this    type    of 
dealer,  and  the  stock  carried  is  small.     Owing  to  the  small 
capital  and  the  low  price  of  the  goods,  a  firm  of  this  class 


§1  GENERAL  DEFINITIONS  11 

usually  cannot  afford  large  catalogs,  but  relies  on  its 
advertisements  to  make  'sales. 

22.  General    Mail-Order     Dealers. — Owing    to    the 

immense  stocks  of  general  merchandise  carried,  which  dis- 
tinguishes them  from  specialty  concerns  and  mail-order  manu- 
facturers, general  mail-order  dealers  may  be  regarded  as 
large  retail  stores  that  sell  from  a  distance  by  mail  instead 
of  over  the  counter  of  the  local  store.  General  mail-order 
houses  cater  to  residents  of  the  country  and  small  towns, 
and  by  quoting  lower  prices  and  selling  many  things  not 
obtainable  in  country  general  stores,  they  are  gradually 
getting  much  trade  away  from  the  local  retailers. 

The  first  of  these  general  mail-order  houses  gradually 
evolved  from  a  small  company  that  sold  watches  and  jewelry 
by  mail  into  an  enormous  supply  house  that  carries  in  stock 
practically  everything  that  can  be  bought, in  any  retail  store. 
Because  of  the  large  and  varied  stock  and  the  low  prices, 
general  mail-order  houses  are  often  called  the  "farmers' 
department  stores."  They  are  also  called  catalog  houses^ 
because  they  depend  largely  for  their  sales  on  the  catalogs 
sent  out  in  response  to  inquiries.  The  advertisements  of 
general  mail-order  dealers  may  be  intended  to  produce 
direct  orders,  but  usually  the  first  purpose  is  to  draw 
inquiries.  When  inquiries  are  received,  a  catalog:  is  sent  to 
every  inquirer  and  is  relied  on  to  produce  orders. 

Sometimes  the  name  "catalog  house"  is  applied  to  a  manu- 
facturer that  does  mail-order  business,  since  his  methods  are 
somewhat  similar  to  those  of  the  general  mail-order  house. 

There  are  only  a  few  large  companies  of  the  general  mail- 
order variety,  but  there  are  many  small  ones  that  may  be 
regarded  as  intermediate  between  the  specialty  mail-order 
company  and  the  general  mail-order  company. 

Many  mail-order  advertisers  have  a  system  of  "following 
up"  their  catalogs  with  a  series  of  soliciting  letters. 

23.  Retailer  to  Consumer. — The  way  in   which  the 
retail  dealer  disposes  of  his  goods  is  too  familiar  to  need 
any  explanation.     This  method  of  marketing  is  similar  to 


12  GENERAL  DEFINITIONS  §1 

mail-order  methods  in  that  the  consumer  buys  direct  from 
the  advertiser,  but  differs  from  it  in  that  the  purchase  is 
made  by  the  consumer  in  person  instead  of  by  mail. 
Another  difference  is  that  the  retailer  usually  appeals  to 
the  local  public  only,  while  the  mail-order  advertiser 
generally  covers  broad  territory. 

The  retail  advertiser's  general  aim  in  many  cases  is  not 
so  much  to  sell  the  particular  goods  advertised  as  it  is  to 
promote  business  as  a  whole.  The  advertised  article  serves 
as  a  magnet  to  draw  people  into  the  store.  It  is  then  the 
salesman's  duty  to  sell  additional  goods,  thus  insuring  a 
good  total  profit.  Of  course,  many  times  it  is  particularly 
desired  to  sell  the  advertised  goods,  but  if  the  sales  stopped 
there  in  every  case,  the  profits  as  a  whole  would  be  small. 
So  well  is  this  fact  realized  that  many  retailers,  particularly 
department  stores,  often  sell  goods  at  little  or  no  profit,  and 
sometimes  at  less 'than  cost,  simply  to  serve  as  "leaders" 
to  get  the  crowd  'into  the  store.  Once  in  the  store, 
enough  other  goods  will  often  be  purchased  at  regular 
prices  to  make  the  advertising  a  paying  investment,  or  a 
single  purchase  may  be  so  satisfactory  that  a  new  regular 
customer  will  be  gained. 

Retail  advertising  also  serves  to  mold  public  opinion,  so 
that  the  advertiser  will  get  a  reputation  for  progressiveness, 
for  fair  dealing,  for  selling  good  merchandise  at  fair  prices, 
etc.,  and  these  have  an  important  bearing  on  the  business  in 
general.  Naturally,  it  is  of  the  utmost  importance  that  the 
impression  created  by  the  advertisements  shall  be  supported 
by  the  goods  themselves  and  the  store  service,  so  that  the 
customer  will  patronize  the  store  continually. 

24.  The  department  stores  of  the  large  cities  represent 
the  highest  development  of  the  retail  method  of  marketing. 
Outwardly,  such  a  store  is  merely  a  huge  establishment 
that  sells  a  great  variety  of  merchandise;  in  reality,  it 
is  a  collection  of  practically  separate  stores  or  depart- 
ments— in  some  cases  more  than  100 — under  one  general 
management. 


§1  GENERAL  DEFINITIONS  13 

In  a  strict  sense,  the  name  department  store  applies  only  to 
a  store  that  carries  practically  all  classes  of  goods;  but  in 
some  instances  a  store  that  handles  only  one  general  line, 
dry  goods,  for  instance,  grows  to  great  size,  adopts  the 
department  plan,  and  is  called  a  department  store.  In  fact, 
there  is  no  definite  dividing  line,  and  the  gradations  between 
the  department  store  and  the  small  retail  store  dealing  in 
only  one  kind  of  merchandise  are  many. 

In  the  smaller  towns  and  country  districts,  stores  that 
carry  a  great  variety  of  merchandise  are  called  "general 
stores"  rather  than  department  stores,  because  there  is  no 
separate  management  of  departments. 

25.  Combination  Methods  of  Marketing. — It  must 
not  be  concluded  from  the  foregoing  paragraphs  that  the 
methods  of  marketing  and  of  advertising  are  always  kept 
distinct,  for  such  is  not  the  case.  As  previously  mentioned, 
many  manufacturers  that  dispose  of  their  goods  through 
retailers  also  maintain  mail-order  departments.  Retailers, 
particularly  department  stores,  often  conduct  such  depart- 
ments. General  mail-order  firms  sometimes  operate  retail 
stores.  In  a  few  instances,  manufacturers  operate  retail 
stores  for  the  sale  of  their  entire  product,  or  a  part  of  it; 
the  Regal  Shoe  Company  does  this.  Hence,  the  advertising 
of  such  firms,  as  well  as  their  marketing,  may  be  a  combina- 
tion of  two  methods;  in  fact,  their  advertisements  may  be  so 
written  as  to  appeal  to  two  classes  of  buyers  at  once. 


CONSUMER'S  PART  IN  SALES 

26.  It  takes  two  to  make  a  sale — the  seller  and  the 
buyer.  Hence,  in  addition  to  the  advertiser's  method  of 
marketing,  the  consumer's  part  in  the  sale  must  be  con- 
sidered. It  is  not  enough  for  the  advertiser  to  tell  the 
consumer  about  the  goods;  the  consumer  must  make  the 
effort  to  obtain  them.  Naturally,  it  is  important  that  this 
action  on  the  consumer's  part  shall  be  as  easily  performed 
as  possible,  and  that  he  be  strongly  urged  at  the  proper 
point  in  the  advertisement  to  take  the  desired  step. 


14  GENERAL  DEFINITIONS 


CONSUMER'S    PART    IN    THE    INDIRECT    SALE 

27.  In  an  indirect  sale,  the  consumer  gets  the  article  at 
the  local  retailer's  store.  To  make  this  easy,  the  general 
advertiser  usually  aims  to  have  his  goods  widely  distributed 
among  retailers.  This  fact  is  made  known  in  advertise- 
ments by  such  phrases  as  "At  all  dealers,"  "For  sale  every- 
where," "Ask  your  dealer."  Since  general  advertising 
does  not  depend  on  immediate  sales,  sometimes  not  even 
such  suggestions  as  these  are  given,  the  reader  being  left  to 
infer  that  the  article  is  so  well  known  and  in  such  demand 
that  it  is  carried  in  stock  everywhere. 

If  the  goods  are  not  widely  distributed,  as  is  often  the 
case  with  a  new  product,  the  advertisement  may  read,  "If 
your  dealer  hasn't  it,  send  to  us  for  sample";  or,  if  the 
article  is  of  such  a  nature  that  sampling  is  impracticable, 
the  advertisement  may  read,  "If  your  dealer  hasn't  it,  we 
will  send  it  to  you  on  receipt  of  price."  The  latter  case 
closely  approaches  mail-order  advertising  so  far  as  the  first 
sale  is  concerned.  However,  the  purpose  in  such  a  case  is 
not  to  build  up  a  mail-order  business,  but  simply  to  enable 
the  consumer  to  get  the  goods  easily  and  at  once  while  the 
desire  for  them  is  strong  and  to  influence  the  retailer  to 
place  an  order.  As  soon  as  the  local  dealer  puts  in  a  stock 
of  the  advertised  goods,  sales  are  made  through  him  in  the 
regular  manner.  The  Gillette  safety  razor  was  originally 
sold  almost  altogether  by  mail,  but  as  soon  as  dealers 
generally  were  induced  to  handle  it,  the  mail-order  method 
of  selling  was  abandoned  except  for  reaching  prospective 
purchasers  who  could  not  go  to  a  retailer. 

A  combination  general  and  mail-order  advertiser,  that  is, 
a  dealer  that  makes  a  practice  of  selling  both  through  the 
retailer  and  by  mail,  would  make  some  such  suggestion  as, 
"Get  it  at  your  dealer's,  or  we  will  forward  it  to  you  on 
receipt  of  price." 

Sometimes,  the  general  advertiser  sells  his  goods  through 
special  agents.  The  largest  retailer  in  each  town  or  locality, 
or  the  one  with  whom  the  most  advantageous  arrangements 


§1  GENERAL  DEFINITIONS  15 

can  be  made,  is  usually  appointed  sole  agent  for  that  par- 
ticular territory.  The  consumer  is  then  instructed,  "Go  to 
our  local  agent."  Sometimes  the  list  of  local  agents  is 
given  in  the  advertisement.  This  list,  in  the  case  of  news- 
paper advertising,  may  be  made  up  of  a  number  of  retailers 
in  one  territory.  In  magazine  and  trade-paper  advertising, 
the  list  is  usually  composed  of  agents  or  retailers  from 
different  cities. 

28.  The  general  advertiser  occasionally  uses  his  adver- 
tisements to  further  the  marketing  of  his  product  in  another 
way.     The  consumer  is  urged  to  "Send  4  cents  in  stamps 
(or,  so  many  wrappers  or  labels  taken  from  the  goods)  for 
a   book   of    dainty   receipts";    or,    to   "Send    us   name   and 
address   of   your   dealer   and   we  will   mail   you   our   new 
calendar    (or    booklet    or    sample)."      Consumers'    names 
obtained  in  this  manner  and  from  requests  for  the  goods 
direct,    are   used    by    the    general   advertiser   to    prove   to 
retailers  that  are  reluctant  to  carry  the  goods  in  stock  that  a 
demand  for  the  goods  already  exists.     The  names  serve  as 
an    entering   wedge    to    force    retailers    to    buy    a    supply. 
Sometimes,  if  retailers  will  not  purchase  a  stock  outright, 
goods  are  shipped  "on  consignment"  to  be  paid  for  when 
sold,  or  to  be  returned  if  not  sold.     The  retailers'  names 
obtained  through  replies  to  advertisments  are  used  either 
to  make  up  mailing  lists  of  local  dealers  or  to  check  lists 
already  made  up. 

CONSUMER'S    PART    IN    THE    MAIL-ORDER    SALE 

29.  In   mail-order   business,    the    greatest   obstacle    to 
overcome  is  the  natural  hesitancy  the  consumer  has  in  buy- 
ing any  article  without  first  having  seen  it.     This  drawback 
is  not  so  great  as  formerly,  however,  because  the  public  is 
becoming  more  and  more  accustomed  to  dealing  by  mail 
and  to  placing  greater  confidence  in  advertising.     Whenever 
the  price  of  the  article  is  at  all  high,  however,  it  is  always 
advisable  to  make  some  arrangement  whereby  the  purchaser 
can  get  a  better    idea  of    the  article  and   the   advertiser's 


16  GENERAL  DEFINITIONS  §1 

methods  of  doing  business  than  can  be  given  in  an  adver- 
tisement. A  few  of  the  common  arrangements  are  outlined 
in  the  following  paragraphs. 

30.  Since  goods  sold  by  the  specialty  mail-order  dealer 
are  usually  low-priced,  no  special  arrangement  is  necessary, 
and  the  suggestion  to  the  customer  reads  something  like, 
"Send  10  cents  (or  whatever  the  price  may  be)  in  stamps 
or  silver." 

The  general  mail-order  house  and  the  mail-order  manu- 
facturer, however,  may  ask  the  consumer  to  do  one  of 
several  things. 

31.  Sending  Money  With  Order. — General  mail-order 
dealers  usually  request  that  money  be  sent  with  orders  if 
the  article  is  comparatively  low  in  price  and  if  it  is  possible 
to  give  an  adequate  idea  of  the  article,  the  terms,  etc.,  in 
the  advertisement.     If  the  price  is  more  than  one  dollar, 
however,  mention  is  usually  made  of  a  booklet  or  a  catalog 
that  gives  further  particulars.     Unless  the  instalment  plan 
of  payment  is  offered  and  the  buyer  has  an  opportunity  to 
see  his  purchase  by  paying  a  small  sum  down,  he  is  not 
likely  to  order  something  that  costs  five  or  ten  dollars  until 
he  learns  more  particulars  than  an  advertisement  of  ordinary 
size  affords. 

32.  Sending  for   Catalog   or   Booklet. — The   adver- 
tisement that  invites  the  reader  to  send  money  but  at  the 
same    time    offers    a   catalog    or    booklet    in   case    further 
information  is  desired  before  the  order  is  sent,  usually  effects 
some  direct  sales  from  those  who  have  confidence  in  the 
advertiser  or  do  not  care  to  know  more  about  the  goods. 
At    the    same    time,    this    method    enables    the    "doubting 
Thomases"  to  get  all  additional  infprmation  that  may  be 
desired.     Again,  it  may  be  impossible  to  give  all  necessary 
information  within  the  scope  of  an  ordinary  advertisement, 
and  a  catalog  or  a  booklet  is  therefore  a  necessity.     In  the 
case  of  high-priced  articles,  it  is  frequently  impossible  to 
close  a  sale  by  means  of  the  advertisement  alone,  and  it  is 
not  the  best  plan  to  try  to  do  so.     For  instance,  no  person 


§1  GENERAL  DEFINITIONS  17 

is  likely  to  order  a  pjano  or  a  suit  of  clothes  merely  from 
reading  an  advertisement.  In  such  a  case,  the  purpose  of 
the  advertisement  would  be  only  to  interest,  not  to  close  the 
sale.  When  interested,  the  reader  will  send  for  the  catalog, 
and  the  aim  of  the  catalog  will  be  to  close  the  sale.  Very 
often,  in  addition  to  sending  a  catalog,  the  dealer  will  have 
an  agent  or  a  representative  call  on  the  inquirer. 

A  catalog  or  a  booklet  forms  an  essential  part  of  nearly 
every  mail-order  enterprise,  and  is  sent  to  every  one  that 
answers  an  advertisement,  whether  a  request  for  the  litera- 
ture is  made  or  not. 

33.  Selling    Goods    C.    O.    D. — The    plan    of   buying 
goods  C.  O.  D.  (collect  on  delivery)   with  the  privilege  of 
examination  at   local  express  or  freight   office,   enables  a 
purchaser  to  see  the  article  before  buying.     The  expense  is 
usually  borne  by  the  advertiser  if  the  article  is  not  satis- 
factory, for  in  that  event  he  agrees  to  pay  transportation 
charges  both  ways. 

34.  Selling  Goods  on  Trial. — The  scheme  of  selling 
goods  on  trial  is  a  strong  one,  because  the  consumer  is 
enabled  to  examine  the  article  thoroughly  and  to  test  it  by 
actual  use.      The  advertiser  usually  agrees  to  refund  the 
price  paid  if  the  article  proves  unsatisfactory. 

35.  Offering   Sample. — In  case  the   goods  permit  of 
sampling,    the    general    mail-order   dealer  or  manufacturer 
can  effectively  use  the  plan  of  submitting  samples.     As  a 
general  rule,  a  sample,  if  the  goods  are  attractive,  is  more 
convincing  than  mere  description. 

36.  Goods  on  Trust. — In  some  cases,  advertisers  are 
willing  to  send  their  goods  on  request  ("Send  no  money," 
etc.).      A  small  deposit  is  usually  required,   however,  as 
evidence  of  the  prospective  buyer's  good  faith,  and  also  to 
cut  off  any  requests  due  to  idle  curiosity  rather  than  a  desire 
for  the  goods.     The  deposit  is  refunded  in  case  no  sale  is 
made,   but  is   applied  to  the   total  price  if  a  sale  results. 
Many  advertisers  have  plans  of  determining  whether  or  not 


18  GENERAL  DEFINITIONS  §1 

a  prospective  purchaser  is  reliable  before  sending  out  goods 
on  "trust"  arrangements. 

37.  Methods   Used   to    Hasten    Replies. — When   the 
mail-order  advertisement  has  convinced   the   reader  of   the 
desirability  of  the  goods  and  has   shown  how   easily   they 
may  be  obtained,  there  are  still  two  obstacles  to  be   sur- 
mounted.   These  are  the  tendency  to  delay  and  the  aversion 
many  people  have  to  writing  letters,  particularly  business 
letters. 

There  seems  to  be  a  natural  tendency  toward  putting  a 
thing  off  until  tomorrow  or  some  other  more  favorable  time, 
and  the  advertiser  knows  that  in  most  cases,  when  the 
reader  puts  off  inquiring,  it  results  in  loss  of  interest  and 
failure  to  inquire  at  all.  Hence,  at  the  close  of  the  adver- 
tisement the  advertiser  tries  to  get  the  reader  to  reply  at 
once.  "Write  today,"  "Don't  delay,  write  now,"  etc.  are 
familiar  forms  of  admonitions. 

38.  The    dislike    of   writing   letters    often    arises    from 
ignorance  of  how  to  write  a  letter  properly.     Many  adver- 
tisements, therefore,  close  in  this  way:  "Simply  send  us  a 
postal  saying,  'Send  me  your  catalog  No.  6.'  " 

Some  firms  print  a  coupon  in  each  advertisement,  and 
thus  make  it  a  simple  matter  for  the  reader  to  order  or  to 
send  for  a  catalog.  All  that  is  necessary  is  to  fill  in  a  few 
blank  lines  and  mail  the  coupon;  no  letter  is  needed. 

From  the  advertiser's  point  of  view,  the  coupon  is  very 
valuable,  since  it  provides  desired  in-formation  about  the 
customer  (such  as  full  name,  address,  etc.);  also,  if  a  "key" 
of  some  kind,  such  as  a  letter  or  a  number,  is  put  on  the 
coupon,  it  will  show  which  advertisement  or  publication 
brings  the  inquiry  or  the  order.  The  experience  of  mail- 
order advertisers  shows  that  the  coupon  method  is  an 
effective  way  of  increasing  inquiries.  In  some  instances, 
the  use  of  a  coupon  has  increased  inquiries  50  per  cent. 
A  variation  of  the  coupon  idea  is  to  ask  the  reader  to  cut 
out  the  entire  advertisement  and  send  it  along  with  the 
letter  asking  for  particulars. 


GENERAL  DEFINITIONS  19 


CONSUMER'S    PART    IN    THE    RETAIL,    SALE 

39.  Retail  sales  are  usually  made  in  the  store,  but  they 
may  be  made  by  telephone  or  at  the  consumer's  house  by  an 
order  clerk.  In  any  case,  the  consumer's  part  in  the  sale  is 
to  get  in  touch  with  the  retailer.  In  the  retail  field,  the 
advertiser  and  the  retailer  are  the  same  individual,  and 
the  sale  is  a  direct  transaction  between  the  consumer  and 
the  advertiser  in  person,  or  his  salesman. 

In  addition  to  advertising  his  goods,  the  retailer  may  offer, 
as  inducements  to  cause  the  consumer  to  trade  with  him, 
various  features  of  his  store  service  that  make  shopping  easy 
and  pleasant.  These  features  include  quick  service,  accessi- 
bility of  store  and  its  departments,  careful  attention  to  tele- 
phone orders,  free  delivery  of  purchases,  trading  stamps,  etc. 

The  retailer  may  supplement  his  advertising  in  news- 
papers, circulars,  street  cars,  etc.,  by  attractive  window  dis- 
plays and  show-cards.  He  may  also  have  demonstrations  in 
his  store;  that  is,  have  some  one  demonstrate  the  use  or 
quality  of  a  certain  article. 

Most  retail  purchases  are  either  cash  transactions  or  on 
the  monthly  account  basis,  but  many  stores  now  urge  the 
opening  of  credit  accounts.  "Pay  a  little  at  a  time,"  "A  few 
dollars  now  and  then,"  and  similar  ideas  prove  attractive. 


20  GENERAL  DEFINITIONS 


DETAILS  GOVERNING  ADVERTISE- 
MENTS 


THE  PROSPECTIVE  CUSTOMER 

40.  The  salesman  deals  with  one  customer  at  a  time,  but 
the  ad-writer  deals  with  thousands.     The  simplest  way  to 
deal  with  those  to  whom  the  advertisement  is  addressed,  is 
to  consider  them  as  a  composite  prospective  customer  and  to 
write  as  if  a  single  person  were  being  addressed.     Before 
this  can  be  done,  however,  a  careful  study  of  the  prospective 
customers  must  be  made,  and  their  leading  characteristics, 
habits,  needs,  prejudices,  and  manner  of  reasoning  deter- 
mined.    Then  the  ad-writer  should  keep  in  mind  an  imagi- 
nary person  that  possesses  all  of  these  characteristics,  habits, 
needs,  etc.,  and  address  him. 

41.  The  nature  of  the  article  to  be  advertised  usually 
determines  the  class  of  people  to  whom  the  advertisement 
should  be  written.     If  the  article  appeals  to  the  public  in  gen- 
eral— rich  and  poor,  men  and  women,  city  man  and  country 
man — the  ad-writer's  task  is  comparatively  easy,  for  it  is 
simply  necessary  to  keep  in  view  general  characteristics  that 
are  possessed  by  most  classes  of  people.     When  advertising 
to  a  special  class,  however,  all  the  characteristics  of  that 
class    should  be  considered  with   special   reference  to  the 
proposition  in  hand. 

The  advertising  man  employed  by  a  firm  selling  to  one 
special  class  of  people,  such  as  farmers,  can  study  this  par- 
ticular class  thoroughly.  He  should  get  all  the  general  infor- 
mation possible,  and  should  study  replies  to  advertisements 
and  correspondence  with  customers.  Talking  with  cus- 
tomers, listening  to  conversations  between  salesmen  and 
purchasers,  etc.,  will  also  prove  valuable. 


§  1  GENERAL  DEFINITIONS  21 

The  advertising-agency  ad-writer,  who  writes  advertise- 
ments for  many  firms  and  about  a  great  variety  of  goods 
intended  for  many  different  classes  of  people,  has  the  hardest 
task  of  all  ad-writers,  for  the  reason  that  it  is  not  always 
possible  for  him  to  study,  at  close  range  and  from  every  point 
of  view,  the  people  that  should  buy  the  advertised  article.  A 
more  or  less  thorough  application  of  this  "composite-cus- 
tomer" idea,  however,  can  be  made  in  any  case,  and  it  will 
tend  to  increase  the  effectiveness  of  the  advertisements. 


THE  MEDIUM 

42.  Definition  of  Advertising  Medium. — A  medium 
is  an  agency,  or  intermediary,  through  which  a  person  acts. 
Hence,  an  advertising  medium  is  simply  a  means  of  con- 
veying the  advertising  message.     In  a  broad  sense,  the  term 
may  include  anything  used  to  attract  attention  to  goods  for 
sale.     According  to  this  interpretation,  therefore,  store  signs, 
show-cards,  counter  and  window  displays,  etc.  are  adverti- 
sing mediums.     In  the  restricted  meaning,  however,  medium 
is  a  term  applied  only  to  (1)  newspapers,   (2)  magazines 
(this  division  includes  class  papers,  such  as  magazines  for 
civil  engineers,  printers,  farmers,  etc.),  (3)   street-car  cards, 
and  (4)  posters  and  painted  boards.     Mediums  other  than 
these  four  classes  are  sometimes  called  supplemental  adver- 
tising mediums,  because  they  are  used,  as  a  rule,  to  supplement 
the  principal  mediums.     Catalogs,  booklets,  letters,  theater 
programs,  and  moving  signs  are  ordinarily  in  the  supple- 
mental class. 

43.  Selection  of  Mediums. — Each  of  the  classes  in 
the  preceding  list  of  mediums  may  be   further  subdivided 
into  smaller  groups,  every  one  of  which  has  characteristics 
that  separate  it  from  other  subdivisions  of  the  same  class. 
Finally,  each  separate  medium,  such  as  a  certain  newspaper 
or  magazine,  differs  in  one  or  more  particulars  from  all  the 
others.     The   advantages   and   disadvantages   of   a  medium 
should  be  studied  with  care  before  a  decision  is  made  as  to 


22  GENERAL  DEFINITIONS  §1 

its  value  as  a  means  of  reaching  prospective  customers. 
The  advertising-  man  should  know  for  what  medium  the 
advertisement  is  intended  before  writing  it,  for  not  until  he 
knows  this  and  understands  the  character  of  the  class  that 
the  medium  reaches  can  he  do  justice  to  his  ad-writing  work. 

Millions  have  been  wasted  because  of  the  injudicious 
selection  of  mediums.  Farm  magazines  are  no  more  the 
proper  mediums  for  the  advertising  of  high-priced  touring 
automobiles  than  are  city  dailies  for  the  advertising  of  farm 
fertilizers.  In  selecting  mediums,  the  advertiser  should  not 
be  guided  by  what  he  sees  and  reads,  but  should  ascertain 
what  his  prospective  customers  see  and  read,  how  many  of 
them  see  and  read  any  given  medium,  and  whether  such 
medium  is  seen  and  read  under  circumstances  favorable  to 
the  good  effect  of  the  advertising. 

Mail-order  advertising  is  conducted  principally  through 
genera]  magazines,  class  magazines,  and  newspapers  of 
large  circulation. 

General  advertising  is  conducted  through  general  maga- 
zines, some  class  publications,  newspapers,  street-car  cards, 
bill  boards,  etc. 

Retail  advertising,  being  intended  to  reach  local  territory 
only,  is  usually  conducted  through  local  newspapers,  supple- 
mented by  street-car  cards,  painted  boards,  etc. 


THE  ADVERTISEMENT 


FUNCTIONS    OF    ADVERTISEMENTS 

44.  The  Advertisement  as  a  Salesman. — It  is  fre- 
quently said  that  an  advertisement  is  "salesmanship  in 
print."  This  is  strictly  true  only  in  mail-order  advertising, 
and  then  only  when  the  sale  is  made  entirely  through  the 
advertisement.  Most  advertisements  are  salesmen  in  only 
a  limited  degree;  usually,  the  purpose  is  to  get  prospective 
customers  sufficiently  interested  to  take  some  definite  step 
toward  investigating  or  obtaining  the  goods.  This  step  may 


§1  GENERAL  DEFINITIONS  23 

be  more  or  less  conclusive,  according  to  the  result  desired  by 
the  advertiser,  but  the  actual  making  of  the  sale  is  usually 
effected  by  an  additional  selling  force,  or  "closer."  In  the 
case  of  general  and  retail  advertising,  the  closer  is  the 
salesman  of  the  retail  store.  In  the  case  of  mail-order 
advertising,  the  advertisement  is  the  closer  if  the  sale  is 
made  without  the  use  of  catalog  or  "follow-up"  matter. 
Ordinarily,  the  mail-order  closer  is  the  catalog  sent  in 
response  to  the  prospective  customer's  inquiry,  or  the  letter 
or  circular  sent  out  to  "follow-up"  the  catalog. 

45.  Chief  Functions  of  a  Complete  Advertisement. 

A  complete  advertisement,  to  be  most  effective,  should 
(1)  attract  favorable  attention  and  awaken  interest;  (2)  create 
desire;  (3)  carry  conviction;  (4)  inspire  confidence;  and 
(5)  influence  the  reader  to  buy. 

46.  Attracting  favorable  attention  and  awakening 
interest    are    accomplished    by    appropriate    headings,    by 
attractive,  informing  illustrations,  and  by  good  typographical 
display. 

47.  Creating  desire  is  accomplished  by  appealing  to 
the    senses  of   sight,   hearing,   taste,   smell,   and  touch,   as 
well  as  to   the    desires,   needs,   sentiments,   emotions,   and 
prejudices  of  the  reader. 

48.  To   carry   conviction,    the    advertisement    should 
appeal    to    the    reader's    reason — should    show   by   logical 
information  and  argument  why  he  should  buy,  and  should 
answer  the  objections  in  his  mind  as  to  the  necessity  or 
desirability  of  the  article  or  service. 

49.  Confidence  is  inspired  by  an  earnest  style  and 
the  avoidance  of  extravagant  claims. 

50.  Influencing   the   Reader   to   Buy. — If   the   work 
thus  far  has  been  well  done,  and  the  article  has  merit,  the 
reader  may  be  induced  to  buy  or  to  investigate  further  by 
stating  the  price;    by  explaining  why  it  is  a  proper  price; 
by  giving  the  terms  of  payment,  if  necessary;  by  offering  to 
send  a  booklet  or  a  catalog  that  will  give  the  price,  terms, 


24  GENERAL  DEFINITIONS  §1 

and  further  information;  and,  finally,  by  stating  who  has  the 
article  and  where  it  can  be  found,  that  is,  the  firm  name  and 
address.  Such  special  information  as  the  telephone  number, 
free-delivery  offer,  etc.  should  follow.  Usually,  some  sug- 
gestion is  made  near  the  end  of  the  advertisement  to  induce 
the  reader  to  act.  The  following  are  common  examples  of 
these  suggestions:  "Ask  your  dealer,"  "Send  us  your 
order,"  "Send  for  catalog,"  "Fill  out  and  mail  the  coupon. 
Do  it  now,"  "Come  in  and  see  this  piano." 

51.     Complete    and    Incomplete    Advertisements. 

An  advertisement  that  possesses  all  of  the  preceding  func- 
tions may  be  called  a  complete  advertisement.  But 
every  advertisement  does  not  possess  all  of  these  functions. 

<I  There  is  a  professional  and 
dignified  appearance  about  a 
letterhead  that  is  printed  on 

Old  Hampshire  Bond 

"Look  for  the  Water  Mark" 

.  fl  Made  in  white  and  in  four- 
teen tints — firm,  strong,  fine,  last- 
ing, proper. 

Any  gofld  printer  will  show  you  Book 
of  Specimens 


For  example,  an  advertisement  of  the  general-publicity  kind 
may  have  only  the  first  and  second  functions,  and,  to  a 
certain  degree,  the  fifth.  The  object  of  such  advertising  is 
merely  to  attract  attention  to  a  statement,  idea,  trade  mark, 
or  name,  and  by  doing  this  repeatedly  to  arouse  interest  and 
to  cause  the  reader  to  keep  the  article  in  mind.  See  Fig.  1. 
Eventually,  when  the  reader  is  in  need  of  such  an  article,  he 
will  probably  remember  the  advertised  name,  or  trade-mark, 
etc.,  and  a  purchase  will  result.  Of  course,  such  an  adver- 
tisement may  produce  immediate  sales,  but  the  sales  from 


§1  GENERAL  DEFINITIONS  25 

this  kind  of  advertising  will  usually  be  more  from  an  already 
formed  but  latent  desire  than  from  anything  contained  in 
any  one  advertisement. 

Another  exception  regarding  the  functions  of  the  adver- 
tisement is  the  mail-order  advertisement  designed  to  produce 
inquiries  or  requests  for  a  catalog  or  a  booklet.  Such  an 
advertisement  possesses  only  the  functions  of  attracting 


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attention,  awakening  interest,  creating  desire,  and  making 
the  reader  decide  to  investigate.  A  good  example  of  this 
type  of  advertisement  is  shown  in  Fig.  2. 


COMPONENTS  OF  AN  ADVERTISEMENT 

52.  Most  advertisements  are  composed  of  three  general 
parts — copy,  display,  and  illustration. 

53.  Copy. — In  a  strict  sense,  copy  means  manuscript  or 
printed    matter  to   be   set   up   in   type.  .  Loosely   speaking, 
however,  copy  may  be  applied  to  all  the  reading  matter  of  a 
printed  advertisement,  if  it  is  considered  as  being  simply  a 
piece  of  literary  composition.     If  the  copy  is  regarded  as 
a  specimen  of  printed  work,  type  matter  is  the  proper  term 
to  use.     Type  matter  includes  display  matter — words  set  in 


26  GENERAL  DEFINITIONS  §1 

a  type  that  contrasts  with  the  ordinary  reading-matter  style 
— and  body  matter,  or  text — the  body  of  the  advertisement, 
which  is  usually  set  in  ordinary  reading-matter  type.  In 
Fig.  2,  the  words  "Before  Going  Abroad  Learn  a  Language" 
and  the  line  at  the  bottom,  "International  Correspondence 
Schools,  Box  962,  Scranton,  Pa.,"  constitute  the  display. 
The  remaining  matter  is  body  matter,  or  text.  The  entire 
wording  of  the  advertisement  is  comprehended  in  the  word 
copy.  Effective  advertisements  are  frequently  referred  to  as 
"strong  copy,"  and  the  term  copy  is  sometimes  applied  to  all 
the  printed  matter  of  an  advertising  campaign. 

54.  Display. — The  display  of  an  advertisement,  con- 
struing the  word  display  in  its  strict  printing-house  sense,  is 
that  part  of  the  advertisement  which  is  set  in  display  type; 
but  for  the  sake  of  clearness  display  lines  is  a  better  term  to 
employ  when  referring  to  lines  set  in  a  prominent  type. 

In  a  loose  sense,  display  means  the  arrangement  of  the 
dark  and  light  portions  of  the  advertisement  to  get  proper 
contrast  between  them,  so  that  the  advertisement  will  attract 
attention  and  its  important  features  will  be  most  prominent. 
This  contrast  may  be  effected  by  the  use  of  colors  of  varying 
depth  and  brilliancy,  as  in  lithography  and  color  printing; 
but,  ordinarily,  contrast  is  brought  about  by  the  arrangement 
of  the  black  (heavy-faced  type)  portions  and  the  gray  (light- 
faced  type)  portions  of  the  printed  matter. 

The  completed  arrangement  of  the  various  portions  of  the 
advertisement  may  be  called  the  display  plan. 

55.  Illustration. — In  advertising,  the  word  illustra- 
tion is  applied  to  anything  in  the  nature  of  a  picture — any- 
thing, in  fact,  that  is  not  made  up  of  type  matter,  rules,  and 
borders.      Typographical  ornaments,  which  are  more  or  less 
conventional  ornaments  made  by  type  founders,  are  on  the 
dividing  line  between  type  matter  and  illustrations,  but  are 
usually  considered  as  belonging  to  the  former  class. 

The  word  cut  is  often  used  synonymously  with  illustration. 
Strictly  speaking,  however,  a  cut  is  the  metal  or  the  wood 
plate  from  which  an  illustration  is  printed. 


§1  GENERAL  DEFINITIONS  27 


THE  ARTICLE 

56.  Importance  of  a  Knowledge  of  Selling  Points. 
A  selling  point  is  any  quality,  or  attribute,  of  the  article 
or  service  that  will  make  people  want  to  buy.     An  exhaust- 
ive study  of  the  selling  points  is  of  the  utmost  importance. 
It  is  true  that  an  advertisement   may  be   written  from  a 
superficial  knowledge  of  the  commodity  to  be  advertised, 
but    in    most    cases   such   an   advertisement,   attractive   and 
skilfully  worded  though  it  may  be,  will  possess  little  selling 
force,  or  at  least  not  the  maximum  amount.     Only  after  a 
thorough  consideration  of  its  selling  points  is  an  ad-writer 
qualified  to  present  the  article  to  the  public  properly.     The 
ad-writer  should  endeavor  to  obtain  a  complete  knowledge 
of  every  point  that  would  influence  a  possible  customer  to 
purchase,  as  well  as  everything  connected  with  the  nature  of 
the  package,  process  of  manufacture,  plan  of  selling,  etc.  that 
has  a  bearing  on  the  selling  points;  in  other  words,  he  should 
get  a  thorough  understanding  of  the  commodity  from  the 
view  point  of  the  prospective  customer. 

The  knowledge  thus  obtained  should  be  arranged  in 
logical  order,  and  should  be  carefully  sifted  until  only  the 
important  points  are  left.  These  main  selling  points  should 
then  be  used  as  the  foundation,  or  core,  of  the  copy  for  the 
advertisement  or  the  series  of  advertisements  that  are  to  be 
written. 

This  plan  of  analyzing  each  article  for  which  an  advertise- 
ment is  to  be  written  will  insure  that  no  one  of  the  important 
selling  points  is  overlooked,  and  in  many  cases  will  furnish 
material  for  a  number  of  advertisements.  If  followed  care- 
fully, this  plan  will  also  enable  the  ad-writer  to  pick  out  the 
most  important  qualities,  or  attributes,  of  any  article  almost 
instantly. 

57.  Kinds    of    Selling    Points. — General    selling 
points  are  those  possessed  by  a  certain  class  of  goods  as  a 
whole.     The    general   selling    points   of    men's  ready-made 
clothing,  for  example,  are  style,  fit,  quality,  and  price.     These 


28  GENERAL  DEFINITIONS  §1 

points  should  always  be  kept  in  mind  when  advertising  this 
kind  of  clothing,  and  should  be  given  proper  emphasis. 

Additional,  or  special,  selling  points  should  be  used 
to  reinforce  the  general  selling  points.  These  special  points 
are  the  ones  that  belong  particularly  to  the  article  in  ques- 
tion. For  instance,  in  advertising  a  certain  ready-made 
spring  overcoat,  the  four  general  points  just  mentioned 
should  be  supplemented  by  special  points  that  give  the 
reader  a  clear  idea  of  the  excellencies  of  that  particular  coat. 
To  illustrate:  In  Fig.  3,  the  advertiser  simply  mentions  the 
fact  that  his  goods  possess  the  general,  or  fundamental,  sell- 
ing points.  In  Fig.  4,  however,  it  is  clearly  shown  just 
what  claim  the  overcoat  has  to  the  general  selling  points, 
and  at  the  same  time  the  reader  is  given  a  good  idea  of  this 
coat  and  of  how  it  differs  from  others  and  is  superior  to 
them. 

The  Jason  Top  Coat        The  Jason  Top  Coat 

A  stylish,  high-grade  gar-  An  easy,  loose-fitting  gar- 

ment in  every  way.     Sure  to  ment  whose  style  cannot  be 

please    the    careful    dresser  excelled     by     best    custom 

that  wants    fit  and  quality  tailors.    Designed  and  made 

combined    with    reasonable  by  experts  in  our  own  shops, 

price.    Price,  $16.50.    It  will  Every  coat  has  a  close-fit- 

pay  you  to  investigate.  ting  collar  and  is   guaran- 

teed to  hold  shape.  Odd 
sizes  as  well  as  regulars; 
slims  and  stouts  in  abund- 
ance. Made  up  in  the  dark- 
gray  Oxford  now  so  popular, 
and  silk  lined.  Every  yard 
of  material  selected  with 
great  care. 

Compare  the  Jason  with 
any  $20  coat  made.  Our 
price,  $16.50. 

FIG.  3  FlG.  4 

58.  Analysis  of  Selling  Points. — The  following  list 
of  selling  points  is  given  to  aid  the  ad- writer  in  making  a 
careful  and  complete  analysis  of  the  subject  of  his  adver- 
tisement. The  list  is  not  complete.  In  fact,  it  would  be 
practically  impossible  to  compile  a  list  that  would  cover  all 
the  selling  points  of  every  commodity.  The  ad-writer  will 
therefore  find  it  necessary,  after  checking  off  the  points  in 


§1  GENERAL  DEFINITIONS  29 

'the  list  that  apply  to  the  article  or  service,  to  supply  addi- 
tional or  special  selling  points. 

Appearance:  high  grade?  ornamental?  neat?  graceful?  pleas- 
ing? stylish?  attractive?  inviting?  substantial?  massive?  rich? 
smart?  handsome?  unique?  antique?  modern?  improved?  new 
model?  exclusive  pattern?  newest  goods?  shape?  texture? 

Style:  new?  old?  sensible?  simple?  conservative?  ornate? 
European?  oriental?  length? 

Fit:  comfortable?  guaranteed?  perfect?  good?  ready  to  wear? 
custom  made?  like  a  glove?  quarter  sizes?  large  assortment? 
adjustable?  expert  tailors?  alterations  free? 

Comfort:  restful?  soothing?  soft?  firm?  easy-running?  noise- 
less? warm?  cool?  breezy? 

Convenience:  prompt  service?  open  evenings?  always  ready? 
handy?  light?  adjustable?  makes  spare  moments  count? 

Flavor:  delicious?  delicate?  good?  appetizing? .  savory?  fine 
blend?  mellow?  careful  curing? 

Taste:  tempting?  spicy?  sweet?  cool?  hot?  tender?  juicy? 
fresh? 

Aroma:     aromatic?     fragrant?     delicate?     pungent?    pleasing? 

Color:  brilliant?  delicate?  warm?  quiet?  tasteful?  harmonious? 
fast? 

Sound:     clear?     harmonious?    sweet?     soft?     flute-like? 

Touch:     smooth?     polished?     silky?     soft?    hard? 

Weight:     heavy?     light?     solid? 

Size:  large?  small?  medium?  long?  short?  wide?  narrow? 
variety  of  sizes?  handy  size?  takes  up  little  room? 

Quality:  good?  best?  better  than  the  average?  high  for  price? 
none  better? 

Material:  high  grade?  selected?  good?  imported?  domestic? 
guaranteed?  fashionable?  rare?  best  that  money  can  buy? 

Workmanship:  good?  best?  superior?  expert?  high-priced? 
hand  made?  home  made?  union  made?  guaranteed?  manufacturer 
of  long  experience? 

Durability:  lasts  a  lifetime?  guaranteed  for  a  year?  protected 
against  decay?  never  wears  out?  outlasts  several  cheaper  articles? 
cannot  be  broken? 

Strength:  tested?  guaranteed?  seasoned?  protected  against 
accident?  extra  heavy?  braced?  double  thickness?  superior 
tempering? 

Healthf ulness:  natural  food?  predigested?  whole  wheat?  strength- 
ens nerves?  makes  pure  blood?  brings  bloom  to  cheeks?  drives 
pain  away? 

Safety:     children  can  use  it?   protected  against  accident? 


30  GENERAL  DEFINITIONS  §  1 

Utility:  needed  daily?  every  one  needs  it?  useful  for  many 
purposes? 

Reliability:  guaranteed?  free  trial?  indorsements  from  users? 
sold  by  best  dealers?  time-tested?  capital?  reputation?  length  of 
time  in  business?  bank  references? 

Purity:  tested?  guaranteed?  chemically  pure?  absolutely  pure? 
homemade?  clean  factory?  careful  packers?  government  inspected? 
fresh?  air-  and  dirt-proof  package?  no  harmful  preservative  or 
coloring  used?  not  adulterated? 

Economy:  saves  time?  saves  work?  saves  money?  saves  space? 
saves  worry?  saves  doctor's  bills?  saves  health? 

Investment:  profitable?  safe?  large  dividends?  increasing  value? 
provides  for  future?  makes  one  safe?  can  be  resold  or  borrowed  on 
quickly? 

Pleasure:  entertaining?  improves  health?  affords  relaxation? 
courteous  service? 

Education:  increases  earnings?  improves  culture?  makes  life 
more  enjoyable? 

Price:  low  for  this  quality?  odd  sizes  or  limited  number  make  low 
price?  low  price  on  account  of  large  number  bought  or  superior 
manufacturing  facilities?  low  price  on  account  of  buying  out  of 
season  or  late  in  season?  special  price  on  account  of  being  slightly 
soiled  or  marked?  no  higher  than  that  of  inferior  goods?  reasonable? 
exceptional?  introductory?  special  now — will  advance  soon?  good 
investment? 

Selling  Plan:  at  all  dealers?  at  local  agent?  sample  on  request? 
representative  will  call?  demonstration  at  store?  free  catalog  or  book- 
let? goods  sent  on  receipt  of  price?  C.  O.  D.  with  privilege  of 
examination?  goods  sent  on  trial?  freight  or  express  paid?  money 
back  if  dissatisfied?  free  delivery?  telephone  or  telegraph  orders 
accepted?  instalment  plan?  discount  for  cash?  trading  stamps? 
profit-sharing  coupons?  premiums? 

ADDITIONAL,  OR  SPECIAL,  SELLING  POINTS 


59.     The  points  in  the  preceding  list  are  merely  suggest- 
ive.    It  is  not  intended  that  the  ad-writer  shall  try  to  make 


§  1  GENERAL  DEFINITIONS  31 

up  his  copy  with  just  the  words  of  the  list,  but  that  he  should 
check  the  words  and  statements  that  apply  to  the  commodity 
to  be  advertised  and  then  -write  the  facts  that  they  suggest. 
For  example,  under  Material  is  the  word  selected;  but  instead 
of  using  the  words  selected  material  in  the  copy,  tell  what  the 
material  is.  If  farm  wagons  are  being  advertised  the  words 
thoroughly  seasoned  hickory  are  more  definite  and  much 
stronger  than  selected  material.  Specific  facts  are  always 
better  than  general  claims.  Therefore,  instead  of  writing 
that  the  article  is  handy,  strong,  durable,  or  superior,  try  to 
tell  why  it  is  handy,  strong,  durable,  or  superior.  Instead  of 
claiming  that  a  wagon  is  the  "strongest  ever  built,"  state — 
if  it  can  be  done  truthfully — that  the  wagon  stood  a  dead- 
weight test  of  four  tons  before  leaving  the  factory. 

Neither  is  it  intended  that  an  advertisement  shall  include 
all  the  descriptive  terms  that  apply  to  the  article  or  service. 
Do  not  make  it  an  invariable  rule  to  include  all  the  selling 
points  in  one  advertisement.  It  is  often  best  to  include  all 
the  selling  points  in  one  advertisement,  but  sometimes  where 
there  are  many  selling  points,  it  is  better  to  have  a  series 
of  advertisements  "with  one  or  two  strong  points  in  each. 

Use  the  analysis  list  merely  as  a  means  of  assembling  all 
the  selling  points.  Then  use  good  judgment  in  deciding 
what  part  of  this  material  should  be  included,  and  try  to 
have  the  order  of  arrangement  as  logical  as  possible.  The 
logical  arrangement  of  a  complete  advertisement  is  described 
in  Art.  45. 

When  an  ad-writer  is  experienced,  he  will  be  able  to 
make  his  analyses  mentally,  but  while  studying,  it  is  best  to 
follow  the  method  here  described. 

60.  How  to  Obtain  Information  About  Selling 
Points. — Information  about  selling  points  may  be  obtained 
from  a  variety  of  sources,  as  follows:  (1)  From  the  manu- 
facturer of  the  article;  (2)  from  the  manufacturer's  catalog; 

(3)  from  the  traveling  salesman  that  sells  to  the  dealer; 

(4)  from  the  buyer  for  the  retail  store;  (5)  from  the  dealer 
or  salesman  that  sells  the  article;   (6)  from  a  user  of  the 


32  GENERAL  DEFINITIONS  §1 

article;  (7)  from  a  talk  with  some  one  thinking  of  buying 
such  an  article;  (8)  from  the  ad-writer's  personal  knowledge 
of  or  experience  with  the  article;  (9)  from  a  study  of  the 
article  itself;  and  (10)  from  a  study  of  descriptions  of  similar 
articles  in  advertisements,  general  mail-order  catalogs,  etc. 
The  first  five  sources  stated  are  of  great  assistance,  par- 
ticularly if  the  ad-writer  is  not  familiar  with  the  article. 
These  sources,  however,  are  by  no  means  entirely  reliable 
or  sufficient,  for  the  reason  that  the  persons  mentioned  (in 
the  case  of  source  2,  the  writer  of  the  catalog)  may  be  so 
thoroughly  imbued  with  a  knowledge  of  the  goods  from  their 
inside  view  point  that  they  cannot  look  at  the  matter  in  the 
same  way  as  the  consumer.  Hence,  sources  6,  7,  8,  and  9 
should  always  be  utilized,  if  possible.  Lastly,  a  study  of 
descriptions  of  similar  articles  will  sometimes  give  the 
writer  a  good  idea  of  the  general  selling  points  of  an  article. 

61.  Though  a  study  of  the  article  to  be  advertised  is 
extremely  important  in  practical  work,  in  writing  the  adver- 
tisements required  in  succeeding  sections,  it  may  not  be 
possible  in  every  instance  to  study  the  article  itself.  In 
such  cases  the  facts  given  in  the  text  should  not  be  relied 
on  entirely  as  a  basis;  neither  should  catalog  descriptions. 
By  so  doing,  the  great  benefit  that  comes  from  investigating 
a  subject  and  discovering  the  features  that  will  appeal  to 
prospective  customers  would  be  lost.  Suppose  that  the 
problem  is  to  write  an  advertisement  to  sell  a  lot  of 
women's  suits.  If  the  ad-writer  will  talk  with  his  wife,  his 
mother,  his  sister,  or  some  other  woman  that  shops,  he  can 
get  a  great  deal  of  information  about  style,  quality,  price, 
etc.,  and,  what  is  just  as  important,  he  can  get  a  woman's 
point  o'f  view  on  the  subject.  Perhaps  he  can  even  see 
a  suit  that  has  been  recently  purchased.  This  practice  of 
questioning  purchasers,  users,  or  salesmen  of  articles  is 
broadening. 

Success  in  advertising  depends  largely  on  the  ability  of 
the  ad-writer  to  go  ahead  on  his  own  initiative  and  get  the 
information  needed.  The  work  of  the  ad-writer  is  much  like 


§1  GENERAL   DEFINITIONS  33 

that  of  a  newspaper  reporter.  The  editor  says  to  the 
reporter:  "A  man  supposed  to  be  Congressman  Blank  was 
shot  at  the  Hotel  Grand  a  few  minutes  ago.  Take  the 
assignment."  The  reporter  will  proceed  to  gather  all  the 
information  available,  but  will  include  in  his  article  only 
those  features  that  he  thinks  will  be  interesting  to  the 
public.  If  the  reporter  had  to  ask  the  editor  all  about  the 
affair,  and  could  do  nothing  until  the  editor  gave  him  the 
names  of  all  persons  that  saw  the  shooting,  he  would  be 
a  failure.  Just  so,  the  ad-writer  that  can  get  no  information 
for  himself  until  given  specific  directions  by  his  teacher  or 
his  employer  cannot  expect  great  success.  For  his  own 
ultimate  good,  every  person  studying  this  Course  should 
begin  early  to  cultivate  an  independent,  go-ahead,  self- 
reliant  spirit. 


COPY  FOR  ADVERTISEMENTS 

(PART  1) 


GENERAL  REMARKS 

1.  The  word  advertisement  as  used  here  means  an  adver- 
tisement  in   a   newspaper,   magazine,   trade  paper,   theater 
program,    almanac,    or    some    periodical.     While    catalogs, 
booklets,  folders,  circulars,  posters,  street-car  cards,  window 
cards,  etc.  are  all  advertisements,  they  differ  from  adver- 
tisements   that   appear   in  periodicals,   and  will  be  treated 
separately. 

There  are  such  wide  differences  among  advertisements- — 
the  word  including  everything  from  the  "want"  advertisement 
for  a  servant  to  the  page  announcement  of  the  department 
store,  and  from  the  three-  or  four-line  offer  of  a  specialty 
mail-order  house  to  the  four-page  talk  of  a  large  general 
advertiser — that  it  is  manifestly  impossible  to  make  definite 
rules  for  the  preparing,  of  copy  that  will  apply  in  every  case. 
This  Section  will  therefore  treat  of  copy  in  general,  and  in 
the  next  Section  the  application  of  the  instruction  to  specific 
cases  will  be  shown. 

2.  Value  of  Copy. — For  its  attracting  value,  an  adver- 
tisement depends  on  display,  on  illustration,  and,  in  most 
cases,  on  the  use  of  a  good  heading.     These  three  elements 
also  assist   to   a  certain  extent  in  creating  interest  in  the 
advertisement.     In  addition,  the  illustration  may  show  some 
of  the  selling  points  of  the  goods.     But  the  real  strength  of 
most  advertisements  lies  in  the  copy,  because,  as  already 

COPYRIGHTED    BY    INTERNATIONAL    TEXTBOOK    COMPANY.       ALL    RIGHTS    RESERVED 

§2 


COPY  FOR  ADVERTISEMENTS 


§2 


pointed  out,  it  is  here  that  the  advertiser  has  the  opportunity 
to  change  attention  to  interest,  to  create  desire  for  the 
advertised  commodity,  to  convince  the  reader  that  he  ought 
to  have  the  commodity,  and  to  cause  some  action  to  be  taken 
toward  procuring  it.  _ 

CLASSES  OF  COPY 

3.  All  copy,  whether  used  by  mail-order,  general,  or 
retail  advertisers,  may  be  conveniently  divided  into  two 
classes:  reminding  copy  and  informing,  or  salesmanship,  copy. 


FORSHOTGUNS 

AND  RIFLES 


FIG.  1 

4.  Reminding  Copy. — Copy  that  exploits  before  the 
public,  usually  in  a  brief  way,  some  statement,  idea,  trade 
mark,  or  name,  is  classed  as  reminding,  or  suggestive, 
copy.  A  good  example  is  afforded  in  a  well-known  National 
Biscuit  Company  advertisement,  "Lest  you  forget,  we  say  it 
yet — Uneeda  Biscuit."  Another  example  is  the  still  briefer 


COPY  FOR  ADVERTISEMENTS 


3 


phrase,  "Wilson  Whiskey — That's  all."  In  Fig.  1  is  shown 
a  reproduction  of  an  artistic  reminding  advertisement;  it  will 
be  observed  that  no  reason  is  given  for  the  superiority  of 
Du  Pont  powder.  The  purpose  of  such  copy  is  to  attract 
attention,  to  make  the  name  of  the  commodity  familiar,  and 
to  suggest  good  quality  to  such  an  extent  that  an  indelible 
impression  will  be  made  on  the  reader.  Thus,  when  he  is 

THE  OLD  RELIABLE 


POWDER 

Absolutely  Pure 
THERE  IS  NO  SUBSTITUT 


FIG.  2 
This  publicity  copy  was  used  by  this  firm  for  years.    Compare  with  Fig.  3. 

about  to  purchase,  he  will  be  reminded  of  the  advertised 
article  and  will  be  influenced  to  prefer  it.  It  is  not  expected 
that  any  one  advertisement  will  have  marked  effect — that 
the  reader  will  go  immediately  to  a  store  and  buy  the  article. 
Reminding  copy  depends  on  the  cumulative  effect  of  repeti- 
tion, rather  than  on  description  and  argument.  Hence,  such 
copy  does  not  produce  results  quickly  unless  used  in  large 
space  and  in  many  mediums.  As  the  principal  object  of 


4  COPY  FOR  ADVERTISEMENTS  §2 

advertising  of  this  kind  is  to  make  the  name  of  the  article 
familiar,  the  name  should  be  displayed  strongly  in  each 
advertisement,  as  in  Fig.  1.  It  is  also  advisable  to  adopt  a 
distinctive  type  or  lettering  for  the  name. 


Staking 
Powder 

ABSOLUTELY    PURE 

Healthful  cream  of  tartar,  derived  solely  from 
grapes,  refined  to  absolute  purity,  is  the  active 
principle  of  every  pound  of  Royal  Baking 
rowcfer. 

Hence  it  is  that  Royal  Baking  Powder 
renders  the  food  remarkable  both  for  its  fine 
flavor  and  healthfulness. 

No  alum,  no  phosphate— which  are  the 
principal  elements  of  the  so-called  cheap 
baking  powders  and  which  are  derived 
from  bones,  rock  and  sulphuric  acid. 


ROYAL  BAKING  POWDER  CO.,  NEW  YORK. 
FIG.  3 

This  style  of  advertising:  is  a  comparatively  recent  innovation  of  this  firm.    Note 
that  it  gives  reasons  for  the  superiority  of  Royal  Baking  Powder. 

The  unconscious  effect  of  reminding,  or  suggestive,  copy 
is  shown  by  the  fact  that  frequently  the  prospective  pur- 
chaser cannot  remember  where  he  received  his  impression, 
but  merely  has  a  general  idea  that  the  product  or  the  firm 
advertised  is  the  best  of  its  kind.  * 


Alabastine 

The  Sanitary  Wall  Coating 

The  difference  between  Alabastine  and  common  kalsomine 
is  that  Alabastine  becomes  a  permanent  part  of  the  wall.  It 
will  not  rub  off  nor  scale,  and  another  tint  can  be  applied  with- 
out washing  or  scraping  off  the  previous  one. 

For  schoolrooms,  churches,  and  public  buildings,  Alabas- 
tine has  no  equal,  because  it  is  more  durable,  more  sanitary, 
and  more  economical  than  any  other  material  for  wall  decora- 
tion. Special  plans  for  churches  and  schoolhouses  sent  free  on 
request. 

Easily  Applied 

Alabastine  comes  in  dry  powdered  form,  to  be  mixed  with 
cold  water  and  put  on  any  surface  with  a  wide,  flat  brush.  Any 
one  can  apply  it  easily  and  successfully. 

The  fourteen  original  tints  and  white  make  an  endless 
number  of  color  combinations  to  meet  every  requirement. 

Alabastine  is  sold  in  properly  labeled  and  carefully  sealed  5-lb.  packages  by  dealers 
in  drugs,  paints,  hardware,  and  general  merchandise,  at  55c  the  package  for  tints  and 
50c  for  white.  Look  for  the  name  Alabastine  on  the  package,  and  accept  no  substitute. 

Send  10  cents  for  the  book 
"Dainty  Wall  Decorations" 

Before  you  decide  on  redecorating  your  home,  office, 
school,  or  church,  you  ought  to  read  this  book.  It  not  only 
tells  how  to  make  walls  attractive  and  at  the  same  time  sani- 
tary, but  it  explains  how  to  do  it  at  half  the  usual  cost. 
Contains  color  plans  for  every  room  of  the  average  home,  and 
gives  much  valuable  information  to  all  intending  to  decorate. 
Mailed  to  any  address  for  lOc  coin  or  stamps.  Tint  cards  and 
circulars  free  on  request. 

The  Alabastine  Company 

913  Grandville  Ave.  Grand  Rapids,  Mich. 

Eastern  Office,  Dept.  N,  105  Water  St.,  New  York  City 


FIG.  4 

This  advertisement  has  all  of  the  six  components  of  copy 


6  COPY  FOR  ADVERTISEMENTS  S2 

5.  The  reminding  style  of  copy  is  used  chiefly  by 
general  advertisers,  but  is  also  used  by  the  retail  merchant 
when  he  merely  wishes  to  keep  his  name  or  his  store  before 
the  public,  as  for  example,  by  means  of  bill  boards  and 
signs.  The  time-worn  business-card  style  of  newspaper 


flf  Try  this,  if  you  use  a 

^  flat  letter  file. 

Have  a  clerk  get  out  all  the  let- 
ters and  copies  to  and  from,  in  one 
series  of  correspondence.  Hold  a 
watch  on  the  operation. 

Then  let  us  show  you  how  to  do 
the  same  thing  in  one-fifth  the  time. 
Library  Bureau 

Vertical  filing  methods 
43  Federal  St.,  off  Post  Office  Sq. 


FIG.  5 

This  advertisement  has  only  two  of  the  components  of  copy — body  matter  and 
name  and  address 

advertising    is    also     reminding     advertising;     it     has     no 
immediate  selling  force. 

6.  Informing,  or  Salesmanship,  Copy. — Copy  that 
is  intended  to  create  immediate  sales  is  classed  as  Inform- 
ing, or  salesmanship,  copy.  This  class  of  copy  is  also 


§2  COPY  FOR  ADVERTISEMENTS  7 

called  creative  copy,  reason-why  copy,  data-built  copy,  etc. 
Copy  of  this  sort  contains  the  element  of  publicity,  as  does 
all  copy,  but  this  element  is  supplemented  by  salesmanship, 
by  creating  a  desire  for  the  article,  by  convincing  the  reader 
that  he  needs  the  article,  and  by  impelling  him  to  purchase; 
it  tends  to  make  the  sale  at  once  rather  than  at  some  future 
time.  Of  course,  informing  copy  has  accumulative  effect, 
but  this  is  a  secondary  consideration. 

7.  The  best  mail-order  and  retail  advertisers  use  inform- 
ing, or  salesmanship,  copy  almost  exclusively,  but  this  kind 
of  copy  may  be  used  by  a  general  advertiser  as  well.  In 
fact,  among  general  advertisers,  the  present  trend  is  toward 
salesmanship  copy,  as  will  be  seen  by  comparing  Figs.  2 
and  3,  which  illustrate  the  old  and  the  new  way  of  advertising 
Royal  baking  powder.  Fig.  4  is  a  good  example  of  sales- 
manship copy. 

The  change  in  advertising  copy  has  been  well  expressed 
as  follows: 

1.  Ancient  style:    "Buy  a  Smith  Hat." 

2.  Medieval  style:    "Buy  a  Smith  Hat;  it  is  the  best." 

3.  Modern    style:     "Buy    a    Smith    Hat;    it    is    the    best 
because  it  is  made  of  (giving  selling  points  in  detail)." 

4.  Most  modern  style:     "Buy  a  Smith  Hat;  it  is  the  best 
because  it  is  made  of  (giving  selling  points  in  detail).     You 
ought  to  wear  a  Smith  and  you  can  get  one  at  (impelling 
reader  and  telling  him  where  he  may  purchase)." 

Persons  with  little  or  no  knowledge  of  advertising  are 
often  inclined  to  give  a  higher  valuation  to  the  brief 
reminding  style  of  advertising  than  to  the  informing  style. 
The  attractive  illustrations  and  catchy  phrases  of  various 
large  national  advertisers  are  probably  responsible  for  this 
estimate  of  value.  The  fact  is,  however,  that  often  those 
who  are  pleased  by  some  clever  advertisement  afterwards 
have  some  difficulty  in  recalling  whose  soap  or  whose  talk- 
ing machine  was  advertised,  or,  if  they  recall  the  name  of 
the  article,  have  no  definite  impression  of  any  of  its  good 
qualities.  It  is,  of  course,  true  that  advertising  is  of  some 


There  is  but  One  Real 
Soda  Cracker  because 
there  is  but  one  that 
comes  to  you  just  as  it 
comes  from  the  oven. 

Others  lose  their  value 
by  being  exposed  to  the 
air,  absorbing  moisture, 
and  collecting  dust. 


The  real  soda  cracker 


is  Uneeda  Biscuit  kept 
fresh  and  clean  by  the 
protecting  package 

NATIONAL  BISCUIT  COMPANY 


FIG.  6 
This  advertisement  contains  four  of  the  components  of  copy. 


COPY  FOR  ADVERTISEMENTS 


value,  even  if  it  does  no  more  than  to  familiarize  the  public 
with  the  name  of  the  commodity,  though  such  advertising 
may  not  be  worth  what  it  costs.  Also,  if  an  article  has  no 
good  qualities  of  any  kind,  the  only  thing  that  can  be  done 
in  the  way  of  advertising  is  to  make  untruthful  statements, 
or  to  give  the  article  an  attractive  name  that  suggests  good 
qualities  and  set  to  work  to  make  that  name  familiar.  How- 
ever, there  are  very  few  articles  that  are  entirely  lacking  in 
good  qualities,  and  if  an  informing  advertisement  can  be 


Shoulder  Supremacy 

It  is  by  the  introduction  and  perfection  of  new 
ideas  that  the  world  progresses.  The  Wm. 
Vogel  &  Son  shoulder  marks  the  greatest 
progress  in  clothes-making  in  many  years — a 
shoulder  that  stands  supreme. 


Look  for  this  shoulder  in  our  Men's  Suits  at  $25. 
Various  models  are  shown,  fashioned  of  exclusive 
worsteds,  flannels  and  cassimeres  and  blue  and  black 
serges  and  thibets. 

Wm.  Vogel  &  Son, 

Broadway,  Houston  St. 


written,    the    advertiser   undoubtedly   loses    by   contenting 
himself  with  mere  name  publicity. 

It  is  a  fact  that  some  advertisers  have  been  successful 
with  advertising  of  the  unique,  cute,  or  catchy  style,  which 
aroused  curiosity  or  attracted  much  attention  and  interest, 
but  which  failed  to  introduce  the  convincing  element  except 
by  implication  or  suggestion.  In  spite  of  these  successes, 
the  consensus  of  modern  advertising  opinion  seems  to  be 
that  the  result  of  such  advertising  is  much  more  doubtful 


10  COPY  FOR  ADVERTISEMENTS  §  2 

than  the  result  of  the  campaign  that  is  directly  educational. 
The  informing  style  of  advertising  can  be  made  to  yield  as 
much  name  publicity  as  the  other  style,  and  the  giving  of 
reasons  for  the  excellence  of  an  article  makes  a  more 
definite  impression.  When  a  prospective  purchaser  goes 
into  a  store  with  a  definite  idea  as  to  why  he  wishes  a  cer- 
tain soap  or  a  certain  brand  of  baked  beans,  he  is  less  likely 
to  accept  a  substitute  than  when  he  is  merely  familiar  with 
the  name  of  the  article  and  has  only  a  general  impression 
that  it  is  good.  Another  point  that  should  be  borne  in 
mind  is  that  while  an  advertisement  of  the  reminding  style 
may  be  effective  for  an  article  whose  qualities  are  already 
generally  known,  it  may  be  of  little  value  for  a  new  article. 
Beginners  in  advertising,  when  their  work  is  criticized 
because  it  is  lacking  in  selling  points,  often  refer  to  the 
advertisements  of  national  advertisers  or  to  those  of  local 
advertisers  supposed  to  be  successful,  and  defend  their  work 
by  that  .standard.  They  fail  to  consider  that  the  article  they 
are  attempting  to  advertise  may  be  entirely  different  from 
the  commodity  of  the  advertiser  whose  style  they  have  fol- 
lowed. The  other  advertiser's  product  may  be  well  estab- 
lished, while  the  one  they  are  attempting  to  exploit  may  be 
new.  Furthermore,  it  is  not  always  safe  to  regard  the  large 
advertiser's  work  as  a  standard.  Many  large  advertising 
campaigns  are  failures.  An  advertisement  that  a  beginner 
may  think  is  highly  effective  may  have  cost  $1,000  and  not 
sold  $100  worth  of  goods.  Even  the  fact  that  an  advertiser 
is  successful  is  no  proof  that  certain  advertisements  used  by 
him  were  profitable.  Nor  is  the  fact  that  an  advertiser  suc- 
ceeded by  a  certain  style  of  advertising  proof  that  the  style 
is  best;  that  advertiser  might  have  been  twice  as  successful 
or  successful  with  half  his  expenditure  had  he  adopted  a 
different  style  of  advertising. 


§2  COPY  FOR  ADVERTISEMENTS  11 


COMPONENTS  OF  COPY 

8.  There  are  six  components  of  copy  for  an  advertise- 
ment: (1)  The  heading,  or  headline;  (2)  the  subheadings; 
(3)  the  body  matter,  or  text;  (4)  the  price;  (5)  the  admo- 
nition to  the  reader;  and  (6)  the  firm  name,  or  signature, 
and  the  address  of  the  advertiser. 

Fig.  4  shows  an  advertisement  containing  all  of  these 
components,  but,  frequently,  some  of  them  are  lacking,  as 
is  shown  in  Figs.  5  and  6. 


THE  HEADING 

9.  The  heading,   or  headline,    as   its  name  implies, 
usually  occupies  a  place  at  the  head,  or  beginning,  of  an 
advertisement  (see  Fig.  4),  but  not  always. 

10.  Requirements  of  a  Good  Heading. — The  object 
of  the  heading  is  to  attract  favorable  attention  and  to  arouse 
interest.     The  heading  should  attract  attention  so  that  the 
advertisement  will  be  noticed  by  the  right  class  of  readers, 
and   should  hold  that  attention   until    sufficient  interest  is 
aroused  for  the  advertisement  to  be  read.     In  order  to  effect 
these  two  results,  the  heading  should  be:  (1)  the  name  of  the 
article  for  sale  (see  Fig.  3);  (2)  a  selling  point  of  the  article 
(see  Fig.  7);   (3)   a  combination  of  the  two  headings  just 
mentioned  (see  Fig.  4);  or  (4)  words  that  suggest  the  need, 
use,  or  benefit  of  the  article  to  be  advertised,  or  that  have 
such  direct  connection  with  the  article  that  they  will  be  likely 
to  attract  the  attention  of  possible  customers  (see  Fig.  8). 

An  illustrated  advertisement  is  somewhat  of  an  exception 
to  the  foregoing,  as  the  illustration  often  indicates  the  sub- 
ject of  the  advertisement  with  sufficient  clearness.  There 
may  then  be  more  latitude  allowed  in  wording  the  heading. 
-In  general,  however,  a  good  test  for  a  heading  is  to  see 


12  COPY  FOR  ADVERTISEMENTS  §2 

whether,  by  itself,  it  is  strong  irrespective  of  the  text  or  the 
illustration.  Note  in  Fig.  7  that  the  writer  used  "Shoulder 
Supremacy"  as  a  heading,  notwithstanding  the  fact  that  the 
illustration  emphasized  the  well-fitting  shoulder  of  the  coat. 

11.  An  important  principle  about  headings  is  this:  If 
the  article  is  one  for  which  there  is  already  a  demand,  such 
as  butter,  clothing,  etc.,  it  is  well  to  have  the  heading  reveal 
the  subject  of  the  advertisement,  as  "Jersey  Red-Clover 
Butter,"  "Two-Piece  Worsted  Suits,  $9."  But  if  the  article 
is  one  that,  as  a  rule,  must  be  forced  on  people,  one  for 
which  there  is  no  constant  demand,  the  best  plan  is  to  have 
the  heading  embody  some  benefit  of  the  article,  rather  than 
reveal  its  nature  at  a  glance.  For  instance,  people  must  be 

A  Chance  For  You 

•To  Make  Money 

The  wonderful  little  machine  illustrated  below 
turns  a  pound  of  sugar  into  thirty  live-cent 
bags  of  wholesome  candy  in  eight  minutes. 
Figure  the  profits  for  yourself.  The  candy 

FIG.  8 

coaxed,  as  a  rule,  into  saving  money  and  insuring  their  lives. 
Therefore,  a  savings-bank  headline  should  deal  with  the 
benefits  of  saving  rather  than  with  saving.  "Save  for  a 
Home"  is  better  than  "Save  Your  Money."  "Don't  Force 
Your  Widow  to  Marry  Again"  will  make  a  deeper  impres- 
sion on  most  married  men  than  "A  Liberal  Insurance 
Policy."  "Do  You  Want  More  Salary?"  is  a  better  heading 
for  an  advertisement  of  the  International  Correspondence 
Schools  than  "Practical  Courses  of  Home  Study."  Fig.  8 
illustrates  this  principle.  Nearly  every  one  is  desirous  of 
making  money.  The  writer  of  this  advertisement  selected 
a  heading  that  appeals  to  the  money-making  instinct.  Only 
the  top  part  of  the  advertisement  is  shown. 

The  name  of  the  article  combined  with  a  selling  point  is 
nearly  always  stronger  than  the  name  alone.  The  heading 
"Unbreakable  Lamp  Chimneys,"  is  much  better  than  "Lamp 
Chimneys." 


§2 


COPY  FOR  ADVERTISEMENTS 


13 


Put  the  price  in  the  heading  when  it  is  a  strong  selling 
point;  as,  "$25  Overcoats  at  $19.50";  "Dainty  Skirts  at 
$2.25." 

In  Fig.  9,  the  heading  sums  up  the  offer  of  the  advertiser; 
this  is  a  typical  mail-order  heading. 

12.  The  heading  should  be  as  concise  as  is  consistent 
with  clearness.  A  few  short  words  that  will  be  grasped  at 
a  glance,  as  "Buy  a  Blue  Serge,"  is  better  than  a  heading 
that  is  long,  as  "You  Cannot  Err  in  Selecting  Blue  Serge." 
"Let  Me  Be  Your  Tailor"  is  a  better  heading  than  "It 


This  Waist  for  a  Postal  Card 


Simply  Send  Me  Your  Name  and 
AddnL  and  I'll  Send  it  to  You 
ALL  CHARGES  PREPAID- 


waist,  and  give  me 


«»P^^ 

won't  owe  anything. 
of  an  ofler  because  my 
EGAIN8—  not  "make  be- 


Th.n  if  Y™  lake  the  WaUt 
Buf  ^J 


t,  and  give  me  your  nti 


Terr  heavily  'embroidered  "panels 
separated  by  two  rows  of  embroid- 
ered insertion  and  pin  tucks.  Open 

abSg»,rs&^ 
^  .j&iitsfoiiAS&iL. 

^tiffi^S&S&SSi 
and  children  — Coats.  Baits.  Millinery, 
i  Underwear.  Corsets.  Hosiery,  Fun, 


Aldru.  p«KnaUT,  J.  ALVIN  TODD.  President.  TODD.  SMITH  &  CO..  236-272Monroe  St.,  CHICAGO, 


FIG.  9 

Example  of  a  headline  that  sums  up  the  advertiser's  offer.    This  is  a  typical 

mail-order  advertisement.    The  original  was  larger  and  more 

readable  than  this  reproduction 

Would    Afford    Me    Great    Pleasure    to    Attend    to    Your 
Clothing   Needs." 

Cleverness,  originality,  and  humor  may  be  introduced  to 
better  advantage  in  advertisements  of  the  reminding  sort 
than  in  those  intended  to  produce  direct  sales.  In  adver- 
tisements of  the  latter  kind,  plain,  straightforward  English 
is  more  effective.  A  heading  like  "Good  Hay  at  $12  a  Ton" 
is  better  than  one  like  "Hey,  There,  Mr.  Hay-Buyer";  and 
no  heading  is  more  likely  to  attract  the  attention  of  a  woman 
thinking  of  buying  a  new  suit  than  one  that  reads  "Stylish 


14  COPY  FOR  ADVERTISEMENTS  §2 

New  Fall  Suits."  While  the  publicity,  or  reminding,  adver- 
tisement does  sometimes  depend  on  a  unique  or  a  pithy  idea 
that  will  remain  in  the  reader's  mind,  it  is  well  to  remember 
that  the  effectiveness  of  a  great  deal  of  advertising  is 
lessened  by  the  attempt  to  be  clever.  A  dentist  recently 
used  "Do  You  Believe  in  Ghosts?"  as  a  heading  for  one  of 
his  advertisements.  This  had  nothing  whatever  to  do  with 
the  service  he  was  advertising,  but  was  merely  an  inju- 
dicious effort  to  be  novel. 

The  heading  may  stand   by   itself,    as   in    Fig.   7,  or  it 


Grape  Juice 

is  a  delicious,  healthful,  bracing  bev- 
erage for  warm  weather.  Ours  is 
made  from  choicest  selected  Chau- 
tauqua  Concord  grapes.  Absolutely 
pure  and  unfermented.  Just  the 
thing  to  give  the  visitor  on  a  hot 
evening. 

Pints,  20c;  quarts,  40c. 
Doz.  pts.,  $2.25;  doz.  qts.,  $4.25 

Immediate  Delivery 

I  Colonial  Wine  Co. 

«  9th  &   D        •'"The'lSR  Store." 


FIG.  10 

may  form  a  part  of  the  first  sentence  of  the  text,  as  in 
Fig.  10. 

13.  Declarative  Heading. — A  positive  statement 
about  an  article  is  likely  to  create  interest  and  to  carry  a  cer- 
tain amount  of  conviction.  Even  if  the  reader  doubts  the 
statement  at  first  glance,  he  will  be  likely  to  read  the  adver- 
tisement in  order  to  make  sure  that  his  doubts  are  well 
founded.  "Laundro  Saves  Work,"  "Electric  Light  Pays," 
"Oxfords  Are  the  Things  This  Summer,"  "We  Save  You 
Money  on  Groceries,"  "All-Wool  Suits  for  $10,"  are  exam- 
ples of  the  declarative  heading. 


§2  COPY  FOR  ADVERTISEMENTS  15 

14.  Interrogative   Heading. — The   form  of   heading 
that  asks  a  question  is  good,  because  the  reader  is  caused 
to  answer  the  question  asked,  or  at  least  to  debate  it  in  his 
mind.     "Do  You  Need  a  Trunk?"  could  hardly  fail  to  interest  a 
person  in  need  of  such  an  article,  and  might  also  make  a  reader 
realize  that  a  trunk  is  needed,  even  if  he  had  not  thought  so 
before.     "Is  Your  House  Cold?"  would  probably  catch  the 
eye  of  most  readers  living  in  poorly  heated  houses.     Inter- 
rogative headings,   however,   should  always  have  a  direct 
connection  with  the  article  advertised. 

15.  Direct-Command  Heading. — "Use  Sapolio," 
"Stop  Stammering,"  "Shave  at  Home,"  "Let  Me  Sell  Your 
Patent,"  are  headings   that  give  a  direct  command.     The 
direct  command  is  one  of  the  strongest  forms  the  heading 
can  take,  because  it  is   short,  simple1,  direct,  easily  under- 
stood, and,  in  addition,  is  capable  of  expressing  the  gist  of 
the  entire  advertisement  and  of    suggesting    strongly  the 
action  desired  by  the  advertiser.     This  suggestion  of  action 
is  likely  to  be  retained  in  the  mind  of  the  reader,  although 
it  may  not  be  acted  on  for  some  time,  even  until  the  original 
suggestion  as  such  has  been  forgotten  entirely. 

The  command  should  not  be  too  insistent,  for  it  might 
create  a  feeling  of  stubbornness  and  opposition  on  the 
part  of  the  reader.  Ordinarily,  people  do  not  enjoy  being 
"bossed."  "Let  the  Gold  Dust  Twins  Do  Your  Work"  is  a 
command,  and  while  not  so  insistent  as  "Do  Your  Work 
With  Gold  Dust,"  it  is  likely  to  put  the  reader  in  a  frame  of 
mind  more  favorable  to  the  article,  and  in  no  way  lacks  any 
of  the  strength  and  suggestiveness  of  the  other  heading. 

16..  Blind  Heading. — A  heading  that  gives  no  indica- 
tion of  the  nature  of  the  article  for  sale  is  called  a  blind 
heading.  "Why  Not?"  "We  Announce,"  "The  Best  Ever," 
"Do  You  Know,"  "Look  at  This  Offer,"  etc.  are  examples. 
Such  a  heading  is  poor,  because  it  may  fail  to  attract  just 
the  person  the  advertiser  wants  to  reach.  Even  if  this  form 
of  heading  did  attract  general  attention,  the  ad-writer  should 
remember  that  it  avails  nothing  to  attract  people  that  are 

204—5 


16  COPY  FOR  ADVERTISEMENTS  §2 

not  possible  customers — that  would  not  buy  such  an  article 
anyhow.  Furthermore,  most  people  will  not  bother  to 
puzzle  out  the  meaning  of  a  blind  advertisement.  In  trying 
to  be  original,  inexperienced  ad-writers  frequently  err  by 
using  headings  that  have  no  connection  with  the  body 
matter  of  the  advertisement.  Words  that  will  command 
the  favorable  attention  of  prospective  customers  should 
always  be  used.  

SUBHEADINGS 

17.  Value    of    Subheadings. — Subheadings    are    of 

value  in  making  an  advertisement  easier  to  read  and  under- 
stand. A  subheading  may  be  used  to  emphasize  either  an 
important  selling  point  or  a  special  feature  of  an  advertise- 
ment, to  show  where  a  new  idea  or  subject  is  introduced, 
thus  leading  the  reader  on  from  point  to  point;  or  to  break 
up  what  would  otherwise  be  a  solid,  uninteresting  mass  of 
reading  matter  into  short  sections  having  a  more  inviting 
appearance.  Subheadings,  if  properly  chosen  and  worded, 
will,  when  read  in  connection  with  the  heading,  give  the 
reader  a  complete  outline  of  the  message  of  the  advertise- 
ment. See  Fig.  4. 

18.  Proper  Use  Of  Subheadings. — Subheadings  are 
almost  indispensable  in  a  large  advertisement  unless  it  deals 
with  only  one  subject  and  the  text  matter  is  set  in  such  large 
body  type  that  the  story  can  be  easily  absorbed.     When  an 
advertisement  presents  a  number  of  articles  for  sale,  as  in  a 
department-store    advertisement,   it  is    not  likely  that  one 
person  will  be -interested  in  all  of  them.     In  such  a  case,  a 
judicious  use  of  subheadings  provides  a  sort  of  index  to  the 
advertisement,  and  the  eye  glancing  over  the  page  is  drawn 
to  the  section  containing  the  information  that  particularly 
interests  the  reader.     Fig.   11,  which  is  a  reproduction  of 
part  of  a  department-store  page  advertisement,  fully  illus- 
trates this  point. 

19.  Types  of  Subheadings. — A  subheading  may  either 
stand  by  itself — that  is,  be  intended  to  be  read  separate  from 


Seasonable  Goods  at  Half 

Here  are  little  leaves  ol  luck  worth  plucking— dependable  goods;   principally  gleaned 

weather  favored 


from  our  great  stocks—  lots  that  would  not  be  here  at  any  price  had 
your  shopping. 


Silverware 
Odd  Ut.-H.lf  Price 


2Sc  Coder  Spoons  at 
$1  Vegetable  Spoons 
11  Berry  Spoo.s  at  SO 


Embroidery  Banding 

Embroidery  Banding  in  a»  as- 
sortment  of    patterns;  may  be 

.      .       .....       ... 


Styles  are  neal  effects  in  checks 
and  ,  overplaids  ^  wool^and^  ..  or- 


Framed  Pictures 
Half  Price  and  Less 


knds. 
These 


Round  Garters 
Half  Price 


rs.  at 


12c  a  pair  .for  25c  a 


Lining. 


Handkerchief.  :  Half 

s3E5aW 

Women's 


Subscriptions  to 

Magazines 
At  Half  Price 


Ostrich  Feathers 
at  Half  Price 

Pretty,  rich  black  T  -,*— 
classed  a,  "French"  plumes— 
11.50.  KM.  13  and  *4.2S. 


Decorated  China,  SOc 
Value.  $1  to  $1.25 

Odd  lots,  in  our  way.  and 
well  take  the  loss  philosophic- 
ally for  the  take  of  -the  clear- 


Belt  Buckles:  Combs 
Collar  Pins-Half 

Belt   Buckles,   gold-plated,  in 

-. 
lish  finishes.    2Sc;  value  SOc. 

•..:•.  w    ,.  . 

Me;  valu<  SOc!"""" 

Carved    Back   Combs;  highly 
pohshed.    ZScvalueSOc 


Potted  Rose  Bushes 
f  or  Memorial  Day 

observances,  hardy  plants- 
Baby  Rambler,  at  Me  to  SOc. 


Go.Carts:Half  Price 


$9  :  Regularly  $18 

Three  different  style  bodies. 

Children'.  Auto*    ;    H.lf- 

Because  the  maker  is  Chang. 


many  in  the  lo 


Silks  :  Half  or  Less 


3rocade 
if  J.' 

Checked  Shantung  Pongee,  II 
nslead  of  $2,  Seven  colorings. 


.  of  $3;  Bordure 

$2.50  instead  of  $5;    Bordure 


Boys'  Suits    :    Half 

fro^^ma'k'ers^o     £*SZ 
ich  are  shop- 

"""•"- 


13,75  :  Value  $7.50 

Ones,  twos  and  remainders  of 
lines  of  Sailor  Suits.  Russian 
Suits,  double-brcafted  Suits  and 
Reefers;  seasonable,  and  half- 


Cream  Almonds 
Value  25c,  at  12clb. 


he  goodness  of  Gimbel  candy. 
even  at  half  price?    That's  one 

resh'asYhe'dewdrop.   and   it 


Infants'  Dresses:  Half 


Laces   :    Half  Price 

Point    Venise    lace    Edgings 


good      jctnd 


Bags  :  Suit  Cases 

n^sSp?^^^^ 


Photo  Albums 
Half  and  Less 

A  tot  of  Photograph  Albums; 

lesVrtehanSh"f''    TSSlI?  Men 
J1.SO  >t3cto7Sce.ch. 


Women's  $1 
Matinee  Suits  at  SOc 


women's    $450 


e  lot  of  tnese.  so  be  on 


75c  Rubber  Glow.,2Sc 


Misses'  Jumper  Suits  :  Half  Price 

Tet  there',  every  rtason.  apparently,  while  they  cbnuM  be  full 
price.  The  frocks  are  the  very  styles  that  are  on  the  crest  of  summer 
fashion.  The  maker",  lots—  he'd  need  for  cjui.-k  money.  So  the 

$1.75,  Itutead  of  $3.50 

The;  are  of  cross-bar  percale—  a  atyliah  white  and  black  c  imbi- 

Knri.    For  .'£$'£  18.  tiu"e'.±.en  wiu'lake  "d'r.'nt.'g'.of  th™ 
new,.    No  doubt  the.  froek,  »lll  go  like  a  whirlwind 


FIG.  11 


17 


18  COPY  FOR  ADVERTISEMENTS  §2 


The  Uses  of 
Corn  Starch 

The    time    is    past 
•when  corn  starch  was 
merely  a  basis  for  des- 
sert.   It  is  now  recog- 
nized   by  expert   cooks 
everywhere  to  be  one  of 
the  most  unique  and  help- 
ful aids  to  better  cooking 
and  baking  ever  introduced. 
It  is  invaluable  as  an  energy-' 
giving  food. 

DURYEAS' 

Corn  Starch 

stands  first,  highest  and  best. 
Its   delicacy  and    uniformity 
make  it  incomparable  for  deli- 
cious desserts;  its  purity  and 
wholesomeness  give  it  added 
food  value.    You  cannot  af- 
ford to  be  without  our  free 
Book  of  Recipes  and 
Cooking  Suggestions 
In    this  book    Alice    Gary 
Waterman    and  Janet  M. 
Hill,  two  of  America's  fin- 
est  cooks,  give    personal 
advice    and    suggestions 
which   cannot    fail   to 
help  you.  Postal  brings 
copy  free. 

All  grocers,  pound 

packages— loc. 

NATIONAL  STARCH 

COMPANY. 

New  York 


Build  Flats  in  New  York 

Safest  Investment  in  the  World 

Building  lots  located  three  miles  from  Herald  Square,  New  York 
City,  in  Queens  Borough.  Cars  pass  property  now;  will  run  through 
Belmont  tunnel  in  June.  First  station  out  from  New  York  on  Long 
Island  Railroad  [Pennsylvania  Tunnel  line]  within  two  blocks  of 
property. 

Lots  within  three  blocks  of  the  point  of  connection  between  the  Long 
Island  Railroad  system  and  the  New  York,  New  Haven,  and  Hartford 
Railroad  system,  at  which  point  a  fine  Union  Station  is  now  going  up. 

This  is  the  closest  lying  development  in  the  entire  city!  One  mile 
from  terminal  of  Blackwell  Island  Bridge.  Values  will  double  in  six 
months.  One  hundred  two-story  brick  flats  being  built  on  the  property. 
Get  in  with  the  Scranton  builders  by  purchasing  lots  this  week.  All  lots 
will  be  sold  within  ten  days. 

$4,OOO  Pays  $60  a  Month 

You  can  build  a  two-family  brick  flat  for  $4,000.  This  will  rent 
for  sixty  dollars  a  month  and  by  paying  cash  or  half  cash  for  lots,  we 
will  furnish  a  building  loan,  taking  first  mortgage  on  the  property  for  the 
entire  cost  of  building,  interest  b\  per  cent.  Or,  we  will  sell  you  lots  on 
instalment  plan,  payments  covering  a  period  of  forty  months.  Build- 
ings already  constructed  on  property  were  sold  and  rented  before  com- 
pletion. Drop  a  postal,  call  on  or  telephone  the  Scranton  Agent  today; 
next  week  will  be  too  late. 

See  S.  M.  Myers,  Board  of  Trade  Bldg. 

Old  'Phone  9O*R  Scranton,  Pa. 


FIG.  13 


20  COPY  FOR  ADVERTISEMENTS  §  2 

adjoining  matter  (see  Fig.  11) — or  form  part  of  a  sentence 
of  text  matter.  In  the  latter  case,  the  subheading  usually 
comprises  either  the  first  or  the  last  words  of  the  sentence, 
although  sometimes  it  occurs  in  the  middle.  In  Fig.  12,  the 
subheading  dealing  with  the  free  book  is  the  final  part  of  a 
sentence. 

In  some  cases,  subheadings  are  used  that  may  be  read  in 
connection  with  the  heading  (see  Fig.  13),  thus  forming,  in 
themselves,  a  sentence  or  a  series  of  connected  ideas.  This 
scheme  is  good  if  the  effect  is  not  strained.  If  possible, 
each  subheading  of  the  series  should  be  selected  so  as  to 
serve  as  the  heading  of  the  section  of  copy  it  precedes  as 
well  as  to  connect  with  the  other  headings.  The  remarks 
regarding  conciseness,  originality,  etc.  apply  to  subhead- 
ings as  well  as  to  headings. 


BODY  MATTER 


THE    INTRODUCTION 

20.  Purpose  of  the  Introduction. — The  chief  pur- 
pose of  the  introduction  is  to  maintain  the  interest  aroused 
by  the  heading  until  the  important  parts  of  the  advertisement 
are  reached.  In  other  words,  the  introduction  serves  as  a 
connecting  link  between  the  heading  and  the  remainder  of 
the  copy. 

The  introduction  may  vary  in  length,  from  a  short  sen- 
tence to  several  paragraphs.  Formerly,  it  was  customary 
to  use  an  introductory  paragraph  in  practically  all  but 
reminding  advertisements.  Nowadays,  this  feature  of  copy 
is  in  less  common  use,  and  in  many  cases  is  omitted  entirely. 
The  public  as  a  rule  is  too  busy  to  read  any  but  short  intro- 
ductions. In  fact,  many  people  make  a  practice  of  skipping 
anything  that  looks  like  an  introduction.  If,  however, 
the  introduction  is  very  pertinent,  as  in  Fig.  14,  it  may 
actually  develop  interest  and  cause  some  persons  to  read  the 
advertisement  that  would  otherwise  skip  it.  Fig.  15  affords 


§2  COPY  FOR  ADVERTISEMENTS  21 

another  example  of  effective  introduction,  the  remarks  on 
the  needs  of  the  nerves  leading  logically  up  to  the  description 
of  the  article  advertised.  In  a  case  like  Fig.  15,  it  is  some- 
what difficult  to  interest  readers  with  a  mere  description  of 
the  article.  Fig.  16  shows  another  example  of  appropriate 
introductory  matter. 


Dish  Water  that  Digs 

TAKE  a  very  old  coffee-cup,  or  a  dish,  that  is  crisscrossed  with  lines — and 
yellow  from  use.     Wash  it  thoroughly  with  soap  and  water.     Dry  it. 
Hold  it  close  to  your  face,  and  then  sniff'.     That  sour,  unpleasant  odor 
tells  you  that  there  are  decayed  food  particles  and  germs  lurking  in  all  of  these  tiny 
cracks.     And  that  soap  and  water  have  had  no  effect  upon  them. 

Even  the  finest  new  china  will  absorb  impurities  and  health-menacing  germs — 
so  will  tinware  and  utensils. 

Now  you  see  how  important  this  matter  of  dish  washing  really  is— and  how 
necessary  it  is  to  have  dish  water  that  digs. 

GOLD  DUST 

Is   a  positive  antiseptic  that  goes  deep  into  hidden  places — routs  every  germ. 

No  soap,  borax,  soda,  ammonia,  naphtha,  kerosene 
or  other  foreign  ingredient  needed  with  GOLD  DUST 

Gold  Dust  is  an  honest  vegetable-oil  soap, 
ground  into  a  smooth,  golden  powder.  It  in- 
stantly dissolves  in  hot  or  cold,  hard  or  soft  water, 
produces  its  own  rich  lather,  and  does  all  of  the 
hard  part  of  the  task. 

For  washing  clothes  and  dishes,  scrubbing  floors, 
cleaning  woodwork,  oil  clolh,  silverware  and  tinware, 
polishing  brasswork,  cleaning  bath  room  pipes,  refriger- 
ators, etc..  softening  hard  water  and  making  the  finest 
soft  coap. 

Made  by 

The  N.  K.  Fairbank  Company— Chicago 
Makers  of  Fairy  Soap 

"Let  the  GOLD  DUST  Twins  do  your  work" 


FIG.  14 

21.     Introductions     for     Long    Advertisements. — 

Introductions  are  of  more  use  in  long  advertisements  that 
set  forth  the  merits  of  several  articles  than  in  short  adver- 
tisements in  which  only  a  single  article  is  advertised.  The 
reason  for  this  is  that  it  is  more  difficult  to  hold  a  reader's 
attention  in  advertisements  of  the  first  sort.  The  very  size 
of  the  advertisement  or  the  number  of  articles  is  likely  to 


22  COPY  FOR  ADVERTISEMENTS  §2 

discourage  a  person  from  reading  it.  In  such  advertise- 
ments the  introduction,  if  properly  worded,  will  induce  a 
perusal  of  the  remaining  matter,  provided  the  subject  of  the 
advertisement  is  of  interest  to  the  reader. 

22.     Introduction  for  Several  Articles. — When  several 
articles  are  to  be  advertised  together,  the  introduction  may 


Nervous  Disorders 

The  nerves  need  a  constant  supply 
of  phosphates  to  keep  them  steady 
and  strong.  A  deficiency  of  the  phos- 
phates causes  a  lowering  of  nervous 
tone,  which  is  indicated  by  exhaus- 
tion, restlessness,  headache,  or  in- 
somnia. 

Horsford's 
Acid  Phosphate 

(Non-Alcoholic) 

furnishes  the  phosphates  in  a  pure 
and  abundant  form.  It  supplies  the 
nerve  cells  with  health-giving  life 
force,  repairs  waste,  restores  the 
strength,  and  induces  restful  sleep 
without  the  use  of  dangerous  drugs. 
An  Ideal  Tonic  in  Nervous  Diseases. 

If  your  druggist  can't  supply  you,  we  will  send  a 
small  bottle,  prepaid,  on  receipt  of  25  cents. 

Rumford  Chemical  Works,  Providence,  R.  I. 


serve  for  other  purposes  than  those  just  mentioned.  One  of 
the  most  important  objects  is  to  set  forth  the  general  selling 
points  of  all  the  articles,  leaving  the  individual  selling  points 
for  the  items  that  follow  the  introduction.  In  such  an 
advertisement,  of  course,  the  introduction  may  be  used  for 
the  purposes  of  conveying  the  reader's  interest  to  the  list 
of  offerings;  of  explaining  some  particular  point  connected 


Buy  Her  a  Piano  When  She  Graduates 


June  is  here. 

It  is  the  month  of  the  sweet  girl 
graduate. 

Is  it  your  daughter,  grandchild, 
or  niece,  who  is  about  to  bid  good- 
by  to  school  days  and  step  from 
girlhood  to  womanhood? 

Only  one  event — her  marriage — 
is  as  important  in  a  young  woman's 
life  as  her  graduation.  No  other 
occasion  is  so  fitting  for  the  be- 
stowal of  manifestation  of  love  by 
relatives." 

Have  you  thought  how  appro- 
priate would  be  the  gift  of  a  piano 
at  this  epoch  in  the  life  of  your 
daughter,  grandchild,  or  niece? 

It  will  open  a  new  vista  to  her  on 
the  road  she  is  about  to  face.  It 
will  give  her  a  fresh,  sweet  object 
in  life — the  development  of  her  in- 
stinctive love  for  music. 

And  if  you  should  decide  thus  to 
manifest  your  love  for  her  do  not 
be  careless  in  your  selection  of  a 
piano.  In  the  Jenkins  stores  are 
the  best  products  of  the  best  piano 
factories  in  the  world.  There  is 
not  an  instrument  in  our  house  that 


does  not  bear  a  reputation  for  ex- 
cellence and  that  is  not  worthy  of 
our  personal  guarantee. 

As  to  our  prices  and  our  plan  of 
selling,  we  can  say  positively  that 
nowhere  else  could  you  get  a 
squarer  deal. 

No  commissions  are  given  in  the 
Jenkins  store.  That's  the  reason 
our  prices  are  on  rock  bottom,  the 
lowest  that  could  be  found  any- 
where. 

And  our  scale  of  prices  is  not  of 
the  sliding  variety.  On  each  in- 
strument the  amount  of  its  value  in 
cash  is  marked  plainly.  That  price 
is  the  same  to  one  and  all  alike.  If 
you  wish  to  make  payments  from 
time  to  time,  there  will  be  no  ad- 
vance except  interest  at  6  per  cent, 
per  annum. 

We  save  you  $50  to  $150  on  a 
piano.  We  are  factory  distributors 
for  the  world's  best  pianos,  inclu- 
ding Hardman,  Vose,  Ludwig, 
Knabe,  Shaeffer,  Steck,  Barmore, 
Bradford,  Kurtzman,  Wheelock, 
Stuyvesant,  Steinway,  etc. 

Write  to  us,  if  you  cannot  call. 


J.  W.  JENKINS9  SONS   MUSIC  CO 


Joplin,  Mo. 
St.  Joseph, 


1013-15  Walnut  St.,  Kansas  City 


FIG.  16 


24  COPY  FOR  ADVERTISEMENTS  §2 

with  these  offerings — for  instance,  the  reason  that  high- 
quality  goods  can  be  sold  at  low  figure;  and  of  giving  the 
proper  "atmosphere"  to  the  offerings.  If  the  advertisement 
is  to  be  used  at  the  Christmas  season,  for  example,  the 
introduction  may  include  a  few  words  that  give  the  copy  a 
Christmas  tone.  Such  introductions  find  their  most  frequent 
application  in  retail  advertising.  Fig.  17  is  part  of  a  depart- 
ment-store advertisement,  showing  an  example  of  an  intro- 
duction to  a  Christmas  advertisement. 

23.  At   one    time,  department    stores   used   rather   full 
introductions,  and  the  tendency  still  exists  in  some  quarters 
to  devote  much   space  to  long-winded  talks  about  the  wise 
policy  of  the  store,  its  great  enterprise,  etc.,  but  far-seeing 
advertisers  have  discontinued  most  of  this  "bouquet  throw- 
ing" at  themselves.     Prestige  is  created  by  the  goods  and 
service  of  the  store  and  its  treatment  of  its  patrons — not 
by  its  advertising.      If  the  complimentary  things  are  true, 
there  is  no  need  of  advertising  them;  if  they  are  not  true, 
there  is  still  less  reason  for  using  the  space  to  reiterate  them. 

24.  Where   there   is   already   a  recognized  need  for  an 
article,  anything  but   a  brief  introduction   is   out   of  place. 
It  is  best  to  get  into  the  real  subject  with  the  first  sentence. 
Space  is  too  valuable  and  interest   is  too   easily  lost  for  a 
writer  to  "beat   around   the   bush"   in  the  first  part   of  his 
advertisement.     Note  the  following  paragraphs: 

ARE  YOU  A  LOVER  OF  ART? 

Art,  without  a  doubt,  places  the  soul  and  general 
intellect  of  man  on  a  higher  plane,  and  he  is  much 
happier  and  satisfied  if  he  is  in  a  proper  frame  of  mind 
to  appreciate  it. 

His  idea  of  life  is  broadened,  and  he  becomes  much 
more  sensible  and  can  get  more  real  pleasure  and  enjoy- 
ment out  of  the  most  common  things  of  the  day  than  can 
the  man  that  has  no  time  whatever  for  art. 

The  artistic  man  will  certainly  appreciate  the  splendid 
line  of  furniture  we  are  displaying  on  our  fifth  floor.  It  is 
artistic  in  every  sense  of  the  word.  We  bought  a  great 
lot  of  it  far  below  the  manufacturer's  cost  and  are  ready  to 


§  2  COPY  FOR  ADVERTISEMENTS  25 

sell  it  to  the  man  that  appreciates  the  appearance  of  his 
home  and  can  realize  the  great  value  of  this  furniture  by 
his  artistic  sense. 

It  has  all  been  greatly  reduced  and  will  be  found  to  be 
great  bargains. 

$15  Mission  Tables  tomorrow  $12.50,  etc. 

The  foregoing  is  the  style  of  copy  that  the  beginner  will 
usually  prepare  for  a  furniture  sale.  Now  note  the  following: 

ARTISTIC  FURMTURE  AT  FACTORY  PRICES 

We  were  very  fortunate  in  securing  this  lot  of  really 
artistic  furniture.  To  clean  out  his  surplus,  a  well-known 
manufacturer  sold  it  to  us  actually  below  cost,  and  tomor- 
row you'll  find  it  on  sale  marked  at  prices  that  make  it 
economy  to  anticipate  your  needs  months  ahead.  Every 
stick  is  strong  and  sturdy  and  worthy  of  a  place  in  our 
regular  stock.  It  is  not  a  lot  of  "Sale  Furniture"  brought 
in  to  create  a  sale.  If  you  knew  the  name  of  the  maker, 
you  would  know  immediately  that  it  is  the  best  furniture 
that  can  be  bought  at  any  price. 

To  give  you  a  slight  idea  of  what  real  bargains  you  will 
find  here  tomorrow,  we  quote  the  following  items* 

$15  Mission  Tables  $12.50,  etc. 

This  is  the  style  of  the  experienced  writer.  The  first 
example  begins  with  a  talk  about  art  and  wanders  around 
to  furniture;  the  second  begins  with  a  sentence  about  artistic 
furniture. 

25.     Use    of    Quotations    in    the    Introduction. — A 

well-chosen  quotation,  with  or  without  additional  matter, 
may  often  be  used  as  an  introduction.  Such  a  quotation 
acts  somewhat  in  the  nature  of  a  key  to  the  advertisement, 
giving  a  general  idea  of  its  main  thought,  or  it  puts  the 
reader  in  the  proper  frame  of  mind  to  peruse  the  matter. 
(See  Fig.  18.)  A  quotation  may  carry  weight  from  the  fact 
that  it  comes  from  a  disinterested  person,  some  one  other 
than  the  advertiser;  or  is  the  utterance  of  an  authority  on 
the  subject  of  the  advertisement,  or  that  of  a  well-known 
writer,  scientist,  public  man,  etc. 

NOTE. — The  examples  of  introductions  reproduced  on  this  page 
and  page  24  appeared  originally  in  Printers'  Ink. 


ArttoomTapestrtes 


A  DISCRIMINATING  woman  recently  said,  "The  cut* 
jT\.  tains  and  portieres  are  of  more  importance  than  the 
rugs  or  carpets  used  in  a  room,  because  the  former  stand  up 
clearly  before  you — impress  themselves  upon  you— whereas 
the  floor-coverings  do  not." 

And  she  was  right.  Just 
take  a  look  around  yourself 
and  see  if  your  hangings  do 
not  make  or  mar  the  atmos- 
phere of  good  taste  and  refine* 
ment  in  any  room. 

How  imperative  then  is  cafe* 
Sul  judgment  in  choosing.  The 
Artloom  Tapestries  are  a  guar- 
antee of  correct  design 
and  artistic  effect. 

Just  make  it  a  point 
to  see   the  Artloom 
Tapestries    the    very 
next  time  you  go  shop- 
ping— curtains,   table 
and    couch     covers. 
Their  artistic  beauty 
and  wearing  qual- 
ities are  out  of  all 


Always  look  for  the 

Artloom  label 
It  is  on  every  Piece 


FIG.  18 


28  COPY  FOR  ADVERTISEMENTS 


DESCRIPTION    OF    THE    ARTICLE 

26.  Purpose  of  the  Description. — After  securing  the 
reader's    interest,    the    copy    should    create    desire    for    the 
article  offered  for  sale  and  should  convince  the  prospective 
customer  that  he  ought  to  have  it. 

The  desire  to  purchase  an  article  is  generally  created  by 
describing  such  features  of  the  article  as  will  appeal  to  a 
person's  sight,  taste,  hearing,  smell,  and  touch,  and  to  his 
vanity,  laziness,  ambition,  sentiment,  or  some  other  trait. 

In  order  to  convince  the  reader  that  the  article  should  be 
purchased,  it  is  necessary  to  describe  features  that  will 
appeal  to  a  person's  reason,  such  as  quality,  workmanship, 
strength,  purity,  etc.;  there  should  also  be  an  argument 
showing  why  these  features  make  the  article  more  desirable 
or  necessary.  Such  an  argument  is  usually  so  interwoven 
with  the  descriptive  portion  of  the  text  that  it  practically 
forms  a  part  of  the  text,  but  it  may  occupy  a  separate  para- 
graph or  section  of  the  advertisement. 

27.  Amount  of  Descriptive  Matter  Required. — The 

general  purpose  of  the  advertisement  governs  the  amount  of 
descriptive  matter  to  a  certain  extent.  If  the  advertisement 
is  relied  on  to  create  a  desire  for  the  article  and  to  produce 
immediate  results,  as  in  most  retail  and  mail-order  adver- 
tising and  some  general  advertising,  the  description  of  the 
article  should  give  all  the  information  necessary  to  convince 
the  reader  of  the  advertisement.  If  the  purpose  is  merely 
to  remind  the  reader  of  the  article  in  order  to  keep  up  its 
sale,  or  to  impress  the  name  of  an  article,  trade  mark,  or 
statement  on  the  reader,  as  in  much  general  advertising, 
very  little  description  of  the  article  itself  is  required. 

28.  Another  instance  where  little  description  is  needed 
is  where  the  article,  an  automobile,  for  example,  is  of  such 
nature  that  it  cannot  be  well  described  within  the  limits  of 
an  ordinary  advertisement.     The  purpose  of  the  advertise- 
ment then  is  to  get  inquiries  for  a  catalog  or  a  booklet  in 
which  full  details  of  the  article  are  given. 


§  2  COPY  FOR  ADVERTISEMENTS  20 

An  article  that  is  well  known  or  in  common  use  does  not 
require  much  description.  The  main  object  is  to  bring  out 
strongly  its  individual  selling  points — the  features  that  dis- 
tinguish it  from  other  articles  of  like  nature.  In  describing 
a  new  or  more  or  less  unfamiliar  article,  however,  particu- 
larly if  it  is  just  being  introduced  to  the  public,  or  if  there  is 
some  prejudice  on  the  part  of  the  public  to  overcome,  full 
details  should  be  given. 

The  advertiser  of  a  substitute  for  coffee  must  first  make 
people  believe  that  it  is  really  harmful  to  drink  coffee  before 
he  can  convince  them  that  they  should  use  his  substitute! 
The  advertiser  of  the  safety  razor  must  show  the  advantages 
of  the  safety  razor  over  the  old  style  before  the  description 
of  his  article  will  have  full  effect. 

29.  Amount  of  Description  in  Illustrated  Adver- 
tisements.— In  an  illustrated  advertisement  the  amount  of 
description  depends  on    the   character   of   the   illustration. 
If  the  cut  is  merely  an  eye  catcher,  it  has  no  value  in  con- 
nection with  the  description;  but  if  it  is  a  good  picture  of 
the  article,  or  shows  the  results  of  using  the  article,  it  will 
usually  present  one  or  more  of  the  selling  points  better  than 
many  words  of  description.     For  instance,  the  cut  and  style 
of  a  garment  can  be  shown  at  a  glance  by  an  illustration, 
whereas   several  paragraphs  of  descriptive  matter  may  be 
required  to  give  a  clear  idea  of  these  points.     Of  course,  in 
the  body  of    the  advertisement,  it  may   be  well    to   draw 
attention  to  points  that  are  shown  in  the  illustration,  because 
in  this  way  the  text  and  the  cut  will  reinforce  each  other. 
(See  Fig.  7.)     Any  points  that  are  imperfectly  shown  in  the 
illustration,  or  that  cannot  be  presented  in  a  picture,  should 
receive  full  attention  in  the  text. 

30.  Influence   of    Mediums   on    Description. — The 

influence  of  the  medium  on  the  description  is  due  chiefly  to 
the  distance  from  which  the  advertisement  is  read.  A  street- 
car card  or  a  bill-board  poster  or  sign  will  not  be  read  at  close 
range,  as  a  rule,  and  the  advertisement  must  necessarily  be 
brief  in  order  that  the  size  of  type  and  the  illustration  may 


30  COPY  FOR  ADVERTISEMENTS  §2 

be  large.  The  bill  board  and  painted  sign  are  also  usually 
read  by  people  in  motion,  and  such  advertisements  are  so 
designed  that  they  can  be  taken  in  at  a  glance.  Hence, 
description  of  any  but  the  briefest  sort  is  prohibited.  A 
publication  or  a  piece  of  printed  matter,  on  the  other  hand, 
is  read  at  close  range,  and  for  this  reason  as  much  descrip- 
tive matter  may  be  incorporated  in  the  advertisement  as  is 
thought  desirable  or  as  the  size  of  the  space  will  permit. 


METHODS    OF    WRITING    A    DESCRIPTION 

31.  In  order  to  write  a  description,  the  first  requisite  is 
to  have   something   to   write   about.     This   fact  may   seem 
to  be  obvious,  yet  many  ad-writers  attempt  to  write  without 
having  a  sufficient  knowledge  of  the  characteristics  possessed 
by  the  goods.     The  first  thing  to  do  is  to  make  a  complete 
analysis  of  the  selling  points  of  the  article,  as  explained  in 
General  Definitions,   being   sure   that  all  individual  selling 
points  are  included.     When  it  comes  to  describing  an  article 
clearly  and  temptingly,  it  is   the   individual  selling  points, 
namely,  those  that  belong  only  to  the  particular  article  in 
question,  that  count. 

The  next  step  is  to  select  the  most  salient  features,  or 
those  that  will  appeal  most  strongly  to  the  reader  (omitting 
the  unimportant  or  well  known),  and  then  to  build  the 
description  around  the  points  selected.  If  too  many  selling 
points  are  introduced,  the  reader  will  become  confused  or 
tired  of  reading  the  advertisement.  It  is  better  to  present 
a  few  important  selling  points  in  a  convincing  way  than  to 
give  passing  mention  to  many. 

32.  Descriptions  for  Limited  Space. — When  space 
is  at  a  premium,  as  is  sometimes  the  case  in  a  very  small 
advertisement,  or  where  several  articles  must  be  advertised 
in  one  section  or  panel  of  a  large   advertisement,  that  of 
a   department   store,    for   example,   a   description    like  the 
following  may  be  given: 

Enameled  Bed:    One  of  the  latest  designs;  large  tubing; 
brass  trimmings;  4  ft.  6  in.  in  size.     Was  $20,  now  $12.75. 


§2  COPY  FOR  ADVERTISEMENTS  31 

Ordinarily,  however,  such  a  description  lacks  interest  and 
selling  force.  This  style  is  in  common  use  not  merely 
because  of  the  space  feature  just  mentioned,  but  chiefly 
because  such  a  description  is  much  easier  to  write  than  a 
more  effective  one.  Even  in  department-store  work,  more 
sales  will  result  if  a  few  items  in  a  panel  are  cut  out  in 
order  to  allow  a  more  extended  description  of  the  remain- 
ing items.  Compare  the  following  description  with  that 
just  given: 

Brass  and  Enameled  Bed:  New  and  very  handsome 
design.  Has  seven  heavy  brass  rods  in  both  head  and 
foot.  Posts  are  if  inches,  and  continuous  with  head  and 
foot  rail.  White  porcelain  casters.  Extra-heavy  enamel. 
4  ft.  6  in.  in  size.  Was  $20,  now  $12.75. 

33.     Description   of   Single  Item   in  Large   Space. 

When  plenty  of  space  can  be  devoted  to  a  single  item,  it  is 
possible  to  increase  the  selling  force  of  the  description 
greatly  by  weaving  the  various  characteristics  of  the  article 
into  a  more  connected  story  and  enlivening  this  talk  with 
suggestions  about  using  the  article,  benefits  to  be  derived, 
etc.  Such  copy  is  as  readable  as  any  news,  in  fact  often 
more  so,  for  it  is  a  live  story,  giving  real  information 
about  something  that  will  prove  of  actual  benefit  and  value 
to  the  purchaser.  Compare  this  item  with  those  in  the 
preceding  article: 

Brass  and  Enameled  Bed 

Special  Value 

An  ornament  to  any  room.  New  and  handsome  design, 
yet  not  too  ornate.  Both  head  and  foot  have  seven  heavy 
brass  rods,  with  unusually  beautiful  chills.  Posts  and  top 
rails  are  If-  inches  in  diameter,  and  continuous,  giving  a 
pleasing  effect  not  obtainable  in  the  non-continuous  style. 
New  style  sockets  absolutely  prevent  side  rails  from 
sticking.  White  porcelain  casters  to  match  rest  of  bed. 
All  enamel  surfaces  have  three  heavy  coats  of  best  ivory 
white  enamel.  4  ft.  6  in.  in  size.  Formerly  $20;  Clearance 
Sale  price,  an  exceptional  bargain,  $12.75. 

204-6 


32  COPY  FOR  ADVERTISEMENTS  §  2 

34.  Describing  a  Number  of  Items  in  One  Adver- 
tisement or  Panel. — In  cases  where  the  merchandise  to 
be  advertised  consists  of  a  number  of  articles  of  the  same 
general  nature,  such  as  different  pieces  of  jewelry,  shirts 
and  collars,  various  offerings  of  sporting  goods,  a  variety  of 
furs,  etc.,  it  is  well  to  use  an  introductory  paragraph  relating 
to  the  line  in  general.  This  paragraph  should  include  some 
selling  point  or  points  as  well  as  tend  to  insure  a  reading  of 
the  matter  that  follows.  Then,  if  the  sale  is  one  of  a  special 
nature,  a  good  reason  should  be  given  for  the  cut  in  price. 
Following  this  should  be  several  short  paragraphs  set  in 
smaller  type,  each  devoted  to  the  description  and  price  of 
one  article,  or  to  one  subdivision  of  the  goods,  as  in 
Fig.  19  (a).  If  there  is  not  room  to  give  each  different 
article  or  lot  a  separate  paragraph,  the  items  to  be  described 
in  separate  paragraphs  should  be  so  chosen  as  to  give  the 
reader  a  good  idea  of  the  scope  and  variety  of  the  entire  line. 

If  there  are  only  a  few  articles  of  the  same  nature  to  be 
advertised,  such  as  several  kinds  of  children's  shoes  or 
several  grades  of  garments  of  the  same  class,  and  the  range 
in  price  and  quality  is  not  great,  one  or  two  articles  may  be 
selected  as  samples  and  described  very  fully,  the  others 
receiving  only  brief  mention,  as  in  Fig.  19  (b) .  However, 
if  the  variation  in  price  and  quality  is  prominent,  it  is  better 
to  describe  each  lot,  as  in  Fig.  19  (c). 

When  there  are  a  number  of  articles  of  an  entirely  different 
nature  to  be  presented  in  one  panel,  as  is  sometimes  neces- 
sary in  advertising  "bargain  briefs,"  "notion-counter  offer- 
ings," or  grocery  lists,  the  introduction  can  hardly  be  made 
to  deal  with  specific  descriptions  of  the  goods,  but  can  refer 
only  to  the  general  good  quality,  the  reason  for  the  cut  in 
price,  etc.  Often  the  introduction  is  altogether  omitted  in 
advertisements  or  panels  of  this  kind.  See  Fig.  19  (d). 

While  it  is  sometimes  advisable  to  advertise  special  brands 
separately,  such  goods  as  standard  groceries  should  ordinarily 
have  a  concise  description  of  quality,  followed  by  the  price. 
The  retailer  could  hardly  afford  separate  advertisements  for 
each  of  the  items  in  Fig.  19  (d). 


No  Question  About  the 
Durability  of  Mink  Furs 

The  mink  likes  the  water  better 
than  the  land  and  his  coat  becomes 
sleek  and  satin-like  and  short- 
haired.  He  was  often  adopted 
by  the  Indians  as  their  totem,  and 
somehow  the  mink  seems  asso- 
ciated with  America. 

Mink  is  considered  by  experts 
to  be  one  of  the  very  best  wear- 
ing furs. 

Wanamaker  mink  furs  are  usually  the 
natural  color,  which  is  much  preferable 
to  the  blended. 

Fancy  chokers,  $20  to  $35. 

Mink  cravats,  lined  with  soft  brown 
satin,  $20  and  $25. 

Straight  stoles,  $20  and  $25. 

Fancy  boas,  with  heads  and  tails,  $25 
to  $75. 

Pelerines,  with  shawl- collars  and  stole 
ends,  trimmed  with  numerous  heads 
and  tails,  $55  to  $135. 

Pillow  muffs,  $27.50  to  $85.  Fancy 
muffs,  $50  to  $200. 

Coats  of  natural  mink,  $400  and  $500. 
(Fur  salon,  Fourth  Floor,  Juniper  St.) 

(a) 

1,000  Pair  of  Women's 
Gloves  at  Special  Prices 

A  general  cleaning  up  of  broken  lines. 
Here  and  there  may  be  a  pair  slightly 
soiled  or  mussed  from  handling  or  dis- 
play. But  all  extraordinary  quality  for 
the  money.  All  sizes,  though  not  in 
each  color  and  sort. 

SOc  for  7Sc  and  $1  quality;  two-clasp 
glace,  both  pique  and  overseam  sewn, 
in  colors.  (Main  Aisle) 

75c  for  $1  and  $1.75  quality;  one-clasp 
tan  capeskin,  outseam  sewn;  8-button- 
length  black  glace.  (Main  Aisle) 

$1  for  $1.50  to  $3.50  quality;  glace  and 
suede,  in  8,  12,  16  and  20  button  length; 
principally  light  colors.     (West  Aisle) 
(c) 


Panels  from  department-store  advertisements,  showing  methods  of 
different  articles  under  one  general  heading 


Flannelet  Wrappers 
$3.50  and  $3.75 

In  cut  and  style  they  suggest  some- 
thing much  more  expensive  than  flan- 
nelet,  even  of  this  heavy,  beautifully 
printed  quality.  The  $3.50  wrapper  has 
an  odd  kimono  sleeve,  curved  and 
finished  by  a  satin  strap  running  up  on 
the  shoulders.  This  comes  in  pink,  blue, 
and  red  effects.  On  the  $3.75  kimonos 
the  sleeves  are  so  piquantly  pointed  that 
they  help  to  make  the  whole  garment 
unusual. 

Lavender,  brown,  and  blue.  These 
are  only  two  out  of  a  long  list  of  these 
attractive  wrappers,  some  others  of 
which  may  please  you  even  better. 


Hallowe'en 
Groceries 


Nut  Meats— Fresh  salted  Almonds 
Pecans,  Walnuts  or  Filberts;  1-lb.  box 
75c;  i-lb.  box,  SOc;  J-lb.  box,  25c. 

Almonds— New  California  soft-shell; 
25c  Ib. 

Brazil  Nuts — Jumbo-size;  20c  Ib. 

Filberts — Fancy  Naples  stock;  20c  Ib 

Pecans — New;  polished;  20c  Ib. 

Assorted  Nuts — Including  soft-shell 
almonds;  22c  Ib. 

Popping  Corn— 3  packages  for  35c; 
package,  12c. 

Apple  Cider— Purity;  gallon  jug,  40c; 
i-gallon  jug,  25c. 

Ginger  Snaps— Fresh  baked;  3  Ib. 
bulk  for  25c;  or  lOc  Ib. 

Apple  Butter— Lenox,  large  40c  crocks, 
at  32c. 

Oranges- -Florida;  25c  a  dozen. 

Xable  Apples— Basket,  SOc. 

Butter — Lenox  prints;  high-grade; 
regularly  38c  at  33c  Ib.  Not  delivered. 

New  Figs — Smyrna  layers;  I6c  Ib. 

Fruit  Cake— Rich's  old-fashioned;  35c 
a  package. 

—Chestnut-street,  Annex 
(d) 
19 

icthods  of  describing  a  number  of 


33 


24  COPY  FOR  ADVERTISEMENTS 


THE  PRICE 

35.  Ordinarily,  the  logical  position  for  the  price  in  an 
advertisement  is  at  the  close  of  the  description  of  the  goods, 
as    has    already    been    pointed    out    in    General  Definitions. 
Usually,  a  desire  for  the  article  should  be  created,  and  the 
reader  should  be  convinced  that   he    wants    or   needs    the 
article  before  the  price  is  quoted.     In  some  cases,  however, 
where  the  price  is  a  strong  selling  point,  as  in  a  cut-price 
sale,  it  may  be  introduced  to  good  advantage  in  the  heading. 
This  is  shown  in  Fig.  20,  which  is  a  reproduction  of  one 
panel  of  a  department-store  advertisement. 

Frequently,  the  price  is  simply  quoted,  being  either  dis- 
played or  run  in  with  the  body  matter;  but  sometimes  it  is 
accompanied  by  a  more  or  less  lengthy  argument  showing 
why  it  is  reasonable,  how  such  a  low  figure  can  be  quoted, 
and  other  similar  arguments. 

36.  Importance    of    Stating    Prices. — Price    is    an 

essential  point  in  most  advertisements.  Census  figures 
show  that  67.3  per  cent.,  or  about  seven-tenths,  of  the 
families  in  the  United  States  live  on  incomes  of  $900  a  year 
or  less.  These  people  are  forced  to  consider  price  in  order 
to  live  within  their  means.  The  remaining  three-tenths 
of  the  families,  with  the  exception  of  the  comparatively 
small  wealthy  class,  also  have  to  consider  price  to  some 
t  extent.  Only  about  5  per  cent,  of  the  families  have  incomes 
of  $3,000  or  more. 

It  will  thus  be  seen  that  the  price  should  be  quoted  as  a 
general  rule.  Particularly  in  advertisements  of  special  sales 
in  which  reduced  prices  prevail,  should  the  figures  be  given; 
these  prices  should  be  definite  quotations,  showing  the 
amount  of  reduction  clearly,  not  general  price  ranges. 
Price  is  also  the  chief  selling  point  of  staple  articles,  and 
for  this  reason  should  always  be  mentioned  in  advertise- 
ments of  such  articles. 

37.  High.  Prices. — Good  judgment  must  be  used  as  to 
when  to  publish  and  when  to  omit  the  price.     When  the 


COPY  FOR  ADVERTISEMENTS 


85 


price  is  high,  it  should  be  kept  in  the  background  until  a 
strong  desire  'for  the  article  has  been  aroused.  If  this  can 
be  done  in  the  advertisement,  then  the  price  may  be  given; 
if  not,  it  is  advisable  to  omit  price,  trusting  to  the  efforts 
of  the  salesman  behind  the  counter,  or  to  the  arguments  of 
the  catalog  or  the  follow-up  letter,  to  make  the  customer 
realize  that  the  article  is  good  value  even  at  the  high  price 


More  $1.50  Shirts,  98c 

Plain  and  Plaited 

TWELVE       HUNDRED      MORE      OF 
THESE  DISTINCTIVE  SHIRTS  will 
be    here    tomorrow  morning   to    meet 
the    demand     that    was     started    by 
Tuesday's     announcement.     They     are     all 
$1.50  Shirts — so  far  as  we  know  not  selling 
for  less  than  that  anywhere  except  here. 

Fine  percales  in  the  favored  light  grounds 
with  the  neatest  figures,  spots,  checks,  and 
stripes  in  black  or  blue.  Plaited  or  plain 
bosoms.  Cuffs  attached  or  separate.  Mostly 
coat  model  and  in  sizes  13^  to  18. 

For  Big  Men,  $2  Negligee  Shirts 
at  $1.25 

Big  men  cannot  often  be  fitted  in  ready- 
to-wear  Shirts.  We  have  made  a  specialty 
of  this  business,  and  not  only  have  Shirts 
with  the  large  neckbands,  but  also  with 
extra-large  bodies.  Now  a  bargain  for  big 
men  in  these  percale  Shirts  in  sizes  17,  17^, 
18,  18J,  19,  19|,  and  20. 

Light  grounds  with  pretty  black  stripes  and 
figures.     Plain  bosoms  and  separate  cuffs. 
X  Main  Floor,  Elm  Place  S 


quoted.  For  example,  it  would  be  poor  policy  to  include 
the  regular  price  of  a  $100  encyclopedia  in  a  page  magazine 
advertisement,  for  the  advertisement  is  not  likely  to  com- 
plete the  sale,  and  the  price  being  higher  than  many  people 
think  they  can  afford,  it  would  discourage  inquiries.  In  this 
case,  it  would  be  better  not  to  divulge  the  price  until  the 
inquirer  has  had  full  information,  has  seen  a  specimen 


COPY  FOR  ADVERTISEMENTS 


volume,  learned  of  the  easy  instalment  plan,  etc.  If,  how- 
ever, a  $100  encyclopedia  can  be  offered  for  $60,  the  price 
becomes  a  selling  point  and  may  be  included. 

38.  High.  Price  as  a  Selling  Point. — In  certain 
instances,  high  price  can  be  made  to  serve  as  a  selling 
point  by  convincing  the  consumer  that  the  price  itself  is  an 
evidence  of  exceptional  quality.  This  is  particularly  true 
with  regard  to  such  luxuries  as  jewelry,  but  can  be  made  to 
serv.e  with  articles  that  are  in  constant  demand.  A  flour 
company,  for  example,  advertises  its  product  as,  "The 
highest-priced  flour  in  America,  and  worth  all  it  costs." 


Tobey   Hand-Made 
Furniture 

is  higher-priced  than  ordinary 
furnituie,  but  the  satisfaction 
the  purchaser  derives  more  than 
compensates  for  the  added  cost. 
A  Tobey  piece  is  cherished  from 
one  generation  to  another. 

The  Tobey  Furniture  Company 
II  W.  32nd  Street 

Near  Fifth  Avenue 


Many  advertisers  use  the  argument,  "A  little  higher  in  price, 
but,"  and  with  people  that  can  afford  to  pay,  the  reason- 
ing is  usually  successful.  See  Fig.  21. 

In  the  case  of  concerns  that  cater  to  what  is  called  the 
high-class  trade,  which  is  made  up  of  wealthy  persons,  low 
price  is  often  a  positive  detriment".  Such  people,  and  some- 
times those  of  less  means,  take  great  pride  in  the  fact  that 
an  article  cost  a  big  price. 

39.  Relation  of  Price  to  Quality. — In  former  times, 
low  price  was  the  chief  selling  point  in  nearly  every  line. 
This  still  holds  true  with  the  poorer  classes,  but  the  general 
public  has  .gradually  learned  that  unless  low  price  is  accom- 


§2  COPY  FOR  ADVERTISEMENTS  37 

panied  by  good  quality,  the  article  is  a  poor  investment  at 
almost  any  figure.  With  increased  prosperity  and  experience 
in  buying,  this  increasing  respect  for  quality  is  natural,  and 
all  but  cut-price  advertisers  can  well  afford  to  educate  the 
people  to  this  idea.  Even  the  poorer  classes  can  be  taught 
that  the  cut-price  article  of  poor  quality  is  often  more  expen- 
sive than  the  seemingly  higher-priced,  high-grade  article. 
Good  quality,  or  at  least  good  quality  for  the  price,  is  always 
an  important  selling  point. 

40.  Price  Itself  as   an  Inducement. — Price  figures 
in  themselves  offer  no  inducement  to  prospective  purchasers. 
In   connection   with    the   name   of   an    article,    however,   a 
price  has  some  significance,  but  as  a  rule  it  means  little 
unless  the  article  is  well  known.     A  statement  like  "Ivory 
soap,  large  size,  6  cents"  would  carry  weight,  because  most 
housewives    are    familiar    with    Ivory    soap    and    know    its 
quality  and  regular  price.     Such  women  would  see  at  once 
that  6  cents  is  an  unusually  low  price  for  this  article. 

In  general,  however,  a  good  idea  of  quality  should  be 
given  in  connection  with  price.  There  is,  for  instance,  no 
fixed  standard  for  a  $15  suit  of  clothing.  What  one  mer- 
chant would  call  a  $15  value,  another  might  refer  to  as  an 
$18  value.  If  a  definite  statement  of  the  selling  points  of 
the  suit  is  given,  however,  the  reader  himself  can  judge  the 
quality  and  decide  whether  or  not  the  price  is  high  or  low. 
In  other  words,  the  price  would  acquire  a  definite  meaning. 

41.  Price    In    the   Illustrated    Advertisement. — A 

picture  of  an  article  may  give  some  idea  of  its  quality; 
hence,  in  an  illustrated  advertisement,  the  price  quotation 
may  mean  something  even  if  no  description  of  the  article  is 
given.  Usually,  however,  a  definite  statement  of  quality  is 
necessary  in  connection  with  the  illustration,  as  there  are 
many  features  of  an  article  that  cannot  be  shown  in  a 
picture. 

42.  Reasons   for  Cut   In   Price. — In  order  to  create 
confidence  on  the  part  of  the  public,  the  reason  for  a  cut  in 
price  should  always  be  given,  if  possible.     However,  if  the 


38  COPY  FOR  ADVERTISEMENTS  §  2 

goods  are  of  the  first  quality  and  seasonable,  and  are  cut 
simply  to  serve  as  leaders,  it  is  better  not  to  state  such  a 
fact.  The  shirts  mentioned  in  the  advertisement  shown  in 
Fig.  20  were  sold  as  leaders  for  the  men's  furnishing  section 


An  Up-to-Date 
Way  of  Keeping 
Out  the  Hies 

The  Ideal  Window  Screen  offers 
a  most  up-to-date  way  of  keeping 
insects  and  flies  out  of  your  house. 
Works  on  rollers  from  the  top 
and  bottom  of  the  frame,  with  the 
sash.  Handy  when  you  want  it. 
Out  of  sight  when  you  don't  want 
it.  All  woodwork  made  to  har- 
monize with  the  finish  of  the  room. 

We  will  measure  your  window 
and  erect  your  screen.  Price  $3  a 
window.  A  postal  will  bring  our 
representative  to  your  door. 

Ideal  Screen  Co. 

130  Livingston  Street 
BROOKLYN 


FIG.  22 

Here  the  offer  of  the  advertiser  to  have  a  rep- 
resentative call  on  receipt  of  a  postal,  meas- 
ure windows,  and  erect  screens,  gives  a 
selling:  plan  superior  to  that  of  most 
retailers  of  screens 

of  a  department  store,  and  there  being  no  other  reason  for 
the  reduction  in  price,  the  writer  of  the  advertisement 
wisely  refrained  from  making  up  an  improbable  story.  An 
advertiser  that  always  tells  customers  when  cut-price  goods 
are  "seconds"  (slightly  imperfect  articles),  or  are  offered 
at  a  low  price  to  make  room  for  new  goods,  etc.,  will  profit 
in  the  end  by  maintaining  the  confidence  of  the  public. 


Cook  Stoves 
s  are  equipped 
patented  oven 
er  which  makes 
roasting  easy. 


Direct  to  You" 

Kalamazoos  are  fuel  savers,— 
They  last  a  life  time- 
Economical  in  all  respects. 
They  are  low  in  price  and  high  in 

quality— 
They  are  easily  operated  and  quickly 

set  up  and  made  ready  for  business. 
Buy  from  the  actual  manufacturer — 
Your  money  returned  if  everything 

is  not  exactly  as  represented — 
You  keep  in  your  own  pocket  the 

dealers'  and  jobbers'  profits  when  you 

buy  a  Kalamazoo. 

HIGHEST  QUALITY 

We  guarantee  you  under  a  $20,000  bond,  that  you  cannot  secure 
anywhere,  at  any  price,  a  stove  or  range  of  higher  quality,  of  greater 
durability,  of  more  convenience  and  of  greater  economy  m  fuel 
than  the  Kalamazoo.  They  have  proved  Oest  by  every  test. 

To  let  you  prove  this  to  your  own  satisfac- 
tion,   we   send    you   the    Kalamazoo   on    a 

Royal  Steel  Ran*,  for  all  kind*     360  Days  Approval  Test,   and  bind  ourselves, 
by  a  strong,  legally  binding  bond  to  return  to 

you  every  cent  you  have  paid  us,  if  your  purchase  is  not  in  every  way  ex- 
actly as  represented. 

LOWEST  PRICES 

We  sell  you  a  Kalamazoo  direct  from  our  factory,  at  lowest 
factory  prices. 

You  save  all  middlemen's,  dealers'  and  agents'  profits  and 
commissions,  amounting  to  from  $5  to  $40  on  every  purchase. 

Is  there  any  good  reason  why  you  should  not  save  that  money? 

Is  it  not  as  good  to  you  as  it  is  to  your  local  dealer  ? 

We  are  the  only  actual  manufacturers  who  do  business  on 
this  basis. 

Don't  confuse  us  with  "mailorder  dealers"  who  buy  ''job 
lots"  and  retail  them.  Will  you  not  investigate? 

Send  Postal  for  Catalog  No.  173. 

(Showing  267  styles  and  sizes) 

Compare  our  prices  with  others,  note  our  strong  guaranty  and 
the  high  quality  of  our  stoves  and  ranges  and  then  decide  to 
save  money  by  buying  direct  from  the  factory  at  factory  prices. 

All  Kalamazoo  stoves  are  blacked,  polished  and  ready  for  im- 
mediate use  when  shipped.  Write  to-day  for  our  big  list  of 
stove  bargains. 

We  Pay  the  Freight 

You  simply  cannot  afford  to  buy  a  cheap,  poorly  constructed  stove  or  ranee 

from  a  dealer  or  mail  order  retailer,  when  you  can  eet  a  genuine  high  grade  Radiant  Bate  Burner. 

"Kalamazoo"  for    the  same  or  even  less  money.    A  poor  article  is  dear  at  any  Hi*h  grade  parlor 

price.    Buy  the  best,  and  secure  lasting  satisfaction.  beater  for  hard  coat 

KALAMAZOO  STOVE  CO.,  Manufacturers     Kalamazoo,  Mich. 


This  firm  claims  to  be  the  only  stove  manufacturers  that  sell  direct  from  factory. 

The  features  of  the  selling:  plan  are  presented  almost  to  the  exclusion  of 
9  the  description  of  the  product 


40  COPY  FOR  ADVERTISEMENTS 


THE  SELLING  PLAN 

43.  Closely  connected  with  the  price  argument  is  the 
presentation  of  the  advantages,  or  selling  points,  offered  by 
the  advertiser's  selling  plan.      If   the  plan  possesses  dis- 
tinct advantages  over  other  plans,  these  should  be  presented. 
For  instance,   most  general  mail-order  advertisers  sell  for 
cash  only,  but  if  a  firm  conducts  a  credit  mail-order  busi- 
ness,  the  credit  feature  then,  because  of  its  easy-payment 
feature   and   its   novelty,   is   a   strong    selling    point  of  the 
selling    plan    and    should    have    a    prominent   place    in    the 
advertisements. 

44.  In  General  Definitions,  several  of  the  features  that 
appear  in  the  different  classes  of  selling  plans  were  outlined 
and  listed.     The  ad-writer  should  carefully  study  the  method 
of  marketing  to  see  whether    it  has  any  of  these  or  other 
selling  points,    and   should    give    the    strong   points    found 
prominence  in  the  advertisement. 

Statements  or  arguments  regarding  the  selling  plan  logic- 
ally follow  the  price  quotation  (see  Fig.  22);  but  sometimes 
they  precede  it  or  are  made  the  chief  feature  of  the  adver- 
tisement, if  the  selling  plan  is  of  sufficient  importance  or 
requires  careful  explanation  (see  Fig.  23). 


ADMONITION  TO  THE  READER 

45.  The  admonition  to  the  reader  is  a  concrete  state- 
ment designed  to  influence  prospective  purchasers  to  take 
the  necessary  steps  to  secure  the  goods.  The  admonition 
is  usually  introduced  at  the  close  of  the  body  matter;  that  is, 
at  the  focusing  point  of  the  advertisement.  (See  Fig.  24.) 
The  information  and  arguments  are  given  first,  and  in  order 
to  insure  that  the  right  action  will  be  taken,  the  admonition 
is  used. 

Because  it  is  intended  to  produce  action,  the  admonition 
usually  takes  the  form  of  a  direct  command;  as  "Fill  out 
and  mail  the  coupon,"  "Get  it  at  your  dealers."  But  in  the 


COPY  FOR  ADVERTISEMENTS 


41 


case  of  the  reminding  advertisement,  where  immediate  action 
is  not  of  .importance,  the  command  is  often  modified  into  a 
suggestion;  as,  "At  your  dealers,"  "Your  dealer  has  it." 
Sometimes,  the  admonition  is  introduced  before  the  end  of 
the  advertisement  (see  Fig.  25);  or,  it  may  sum  up  the 


Dsxon's 


Graphite 


Puts  an  end  to  friction 
troubles.  Fills  up  the 
microscopic  irregular- 
ities existing  in  the 
very  finest  bearings, 
builds  up  a  smooth, 
frictionless  surface, 
reduces  wear,  in- 
creases speed,  power, 
endurance. 


Write  for  booklet  that  tells  why 
Dixon's  Motor  Graphite  is  a  perfect 
lubricator.  Address  Dept.  B.  A. 

JOSEPH    DIXON   CRUCIBLE  CO. 
Jersey  City,  N.  J. 


FIG.  24 

entire  offer  and  selling  plan  and  be  introduced  at  the  begin- 
ning of  the  advertisement,  as  in  Fig.  9. 

46.  Warning  Type  of  Admonition. — The  type  of 
admonition  that  gives  a  warning  is  of  particular  value  to 
general  and  mail-order  advertisers,  as  it  cautions  the  reader 
against  imitations  of  the  advertised  article,  spurious  repre- 


When  you  speak  of  a  "ten- 
cent  cigar"  you  mean  a  cigar 
that  costs  you  ten  cents. 

The  same  cigar  is  to  the  manu- 
facturer a  "WO  per  11.,"  or  4c.  cigar, 
to  the  jobber  a  "$50  per  31.,"  or  5c. 
cigar,  and  to  the  retailer  a  "$60  per 
M.,"  or  6c.  cigar. 

Intrinsically  that  cigar  is  worth 
as  much  when  the  manufacturer 
appraises  it  at  $40  per  M.,  as  it  is 
when  the  retailer  hands  it  over  his 
counter  as  a  "ten-cent  straight." 
The  difference  between  4c.  and  lOc. 
is  what  it  costs  to  get  the  cigar  from 
the  manufacturer  to  yon  along  the 
old-fashioned  trade  turnpike  with 
three  tollgates. 

Now.  suppose  you  go  to  the  maker 
of  yonr  cigars  and  say  to  him:  "Sell 
me  my  cigars  at  wholesale  and  I'll 
take  them  home  myself  across  lots." 

"Oh,  no,"  he  will  reply,  "that 
wouldn't  be  fair  to  the  retailer  who 
has  bought  my  cigars  to  sell  at  retail 
price." 

I  am  a  maker  of  cigars  who  has 
never  sold  a  cigar  to  a  jobber  or 
retailer  to  sell  again.  Hence  I  am 
under  no  obligations  to  "the  trade." 
I  invite  the  patronage  of  the  man  who 
objects  to  paying  for  the  privilege  of 
allowing  a  retailer  to  sell  him  a  cigar— 
who  wants  to  buy  his  cigars  at  cost, 
without  the  arbitrarily  added  expenses 
of  the  jobber  and  retailer.  I  sn.»er»-  I 

To  prove  that  I  actually  do  sell  my  I  S^?S5  I 
cigars  at  wholesale  prices,  I  offer  I  »«»»«"  I 
them  under  the  following  conditions. 

MY  OFFER  'IS:— I  will,  upon  request,  send 
one  hundred  Shivers'  Panatela  Cigars  on 

approval  to  a  reader  of  this  publication,  express 
prepaid.  He  may  smoke  ten  cigars  and  return 
the  remaining  ninety  at  my  expense  if  he  is 
not  pleased  with  them;  if  he  is  pleased,  and 
keeps  them,  he  agrees  to  remit  the  price, 
$S.OO,  within  ten  days. 

The  fillers  of  these  cigars  are  clear  Havana  of 
good  quality — not  only  clear,  but  long,  clean 
Havana — no  shorts  or  cuttings  are  used.  They 
are  hand  made,  by  the  best  of  workmen.  The 
making  has  much  to  do  with  the  smoking  qual- 
ities of  a  cigar.  The  wrappers  are  genuine 
Sumatra. 

In  ordering  please  enclose  business  card  or 
give  personal  references  and  state  whether  mild, 
medium,  or  strong  cigars  are  desired. 

HERBERT  D.  SHIVERS 

913  Bfeert  Street,  PWteddphfe.  Pfc. 

FIG.  25 

The  admonition  in  this  advertisement  is  introduced  before 
the  description  of  the  cttrars 


§2  COPY  FOR  ADVERTISEMENTS  43 

sentatives  of  the  advertiser,  etc.  "Beware  of  imitations" 
is  perhaps  the  most  common  of  this  type  of  admonition. 
Another  form  is,  "Buy  of  the  manufacturers;  we  employ  no 
agents."  Still  other  forms  are,  "Remember  the  yellow  wrap- 
per," "Look  for  our  trade  mark,"  "Accept  no  substitute,"  etc. 

In  the  case  of  a  general  advertiser,  the  substitution  of  an 
article  "just  as  good"  by  the  retailer  is  something  that  the 
advertiser  has  to  fight  against  continually,  and  this  is  why 
such  admonitions  as  "Accept  no  substitute,"  "Beware  of 
imitations,"  "If  it  isn't  an  Eastman,  it  isn't  a  Kodak,"  etc., 
are  so  frequently  seen  in  general  advertisements. 

The  mail-order  advertiser  has  to  cope  with  people  that 
have  no  connection  with  him  and  that  secure  orders  and  pay- 
ment for  his  goods  under  false  pretenses.  The  admoni- 
tion "Buy  of  the  manufacturer;  we  have  no  agents,"  is  an 
attempt  to  overcome  this  difficulty. 


NAME  AND  ADDRESS 

* 

47.  The  name,  or  signature,  and  the  address  of  the 

advertiser  should  of  course  appear  in  every  mail-order 
advertisement,  and,  as  a  rule,  in  every  retail  advertisement. 
In  some  rare  cases,  however,  where  the  retail  store  is  the 
largest  or  one  of  the  largest  in  a  community,  or  where  its 
location  is  well  known,  the  name  only  may  be  sufficient. 
Still  it  is  not  always  best  to  trust  to  this  plan,  for  strangers 
and  others  unfamiliar  with  the  store  may  not  take  the  trouble 
to  find  its  location,  and  may  thus  patronize,  some  other 
store.  While  some  general  advertisers  do  not  give  their 
names  and  addresses,  but  devote  the  spac6  wholly  to  adver- 
tising the  product,  most  of  this  class  of  advertisers  publish 
their  names  at  least. 

48.  Forms  of  Firm  Name  and  Address. — The  most 
common  form  of  firm  name  is  simply  the  actual  name  of  the 
concern;   as,  "James    D.  Smith  &  Co."     Frequently,  how- 
ever, such  a  name  would  be  abbreviated  in  the  advertise- 
ments to  "Smith's,"  as  being  easier  to  remember. 


44  COPY  FOR  ADVERTISEMENTS  §2 

In  addition  to  the  name,  a  few  words  of  explanation  are 
sometimes  added  to  show  the  nature  of  the  business;  as, 
"James  D.  Smith  &  Co.,  Hatters,"  "Hart,  Schaffner  &  Marx, 
Good  Clothes  Makers."  Note  in  Fig.  10  how  the  advertiser 
has  used  "The  Purity  Store." 

Words  showing  the  general  character  of  the  business  are 
also  incorporated  with  the  firm  name;  as  "Lord  &  Taylor, 
Wholesale  Distributors,"  "Baker  &  Co.,  Coffee  Importers," 
"Lambert  Brothers,  Manufacturing  Jewelers,  Retailers,  and 
Importers,"  "Massachusetts  Shoe  Co.,  Wholesale  Only." 

Other  explanatory  phrases  are  intended  to  impress  the 
reader  with  the  reputation  or  importance  of  the  firm,  as,  for 
example,  "Cluett,  Peabody  &  Co.,  Largest  Makers  of  Collars 
and  Shirts  in  the  World." 

General  advertisers  sometimes  substitute  the  name  of  their 
product  for  the  firm  name,  thus  still  further  impressing  the 
article  on  the  reader's  mind.  The  manufacturers  of  Fels- 
Naptha,  for  instance,  give  their  name  and  address  as  "Fels- 
Naptha,  Philadelphia." 

49.  Forms  of  Address. — For  the  sake  of  variety,  the 
ordinary  form  of  address,  as,  "145  Spruce  Street,"  is  some- 
times cut  to  "145  Spruce";  or,  the  figures  are  spelled  out,  as, 
"One  Four  Five  Spruce."  "Opposite  the  Post  Office," 
"Just  Fifteen  Steps  from  the  Court  House,"  are  other 
attempts  to  be  "different." 

The  use  of  a  building  instead  of  a  street  address,  as, 
"406  Flat  Iron  Building,  New  York  City,"  is  permissible  for 
either  a  general  or  a  mail-order  advertiser,  but  in  the  case  of 
a  retailer,  the  street  address  is  much  better  because  it  is 
more  definite.  Eiven  if  a  building  is  one  of  the  most  impor- 
tant in  the  city,  there  will  be  many  persons  that  do  not  know 
where  it  is,  particularly  if  the  city  is  large. 


COPY  FOR  ADVERTISEMENTS  45 


USE   OF  A  SCRAP  BOOK,    OR  FILE 

50.  Every  ad-writer  should  keep  a  scrap  book,  or  an 
envelope  file,  and  preserve  all  the  examples  of  good  copy, 
attractive  illustrations,  and  effective  typographical  arrange- 
ment that  he  may  clip  from  newspapers  and  magazines  or 
get  from  other  sources.  Making  such  a  collection  is 
decidedly  educational,  and  the  specimens  are  sure  to  be 
helpful  in  practical  work. 

A  simple  system  for  an  envelope  file  is  to  mark  one 
envelope  Clothing,  another  Shoes,  another  Real  Estate,  and 
so  on,  according  to  the  kind  of  matter  that  the  advertising 
man  wishes  to  preserve. 


COPY  FOR  ADVERTISEMENTS 

(PART  2) 
COPY  WRITING 


USEFUL  SUGGESTIONS 

NOTE.— The  subject  of  copy  for  advertisements  was  treated  in  a  pre- 
ceding Section  from  an  analytic  point  of  view.  Some  important  princi- 
ples that  relate  to  the  writing  of  copy  will  now  be  considered. 

1.  Concentration. — Book  publishers  rarely  allow  their 
agents  to  canvass  for  more  than  one  book  at  a  time,  because 
when  an  agent  approaches  a  prospective  purchaser  with  too 
many  good  things,  the  chances  are  that  the  prospective  will 
not  be  convinced  that  he  needs  any  of  them.  The  same 
principle  applies  to  advertising.  It  is  better  not  to  advertise 
many  things  in  a  small  space  unless  a  demand  already  exists 
for  them.  When  the  articles  to  be  advertised  are  necessities 
— things  for  which  there  is  a  constant  demand — and  price  is 
the  principal  selling  point,  a  number  of  them  may  be  listed 
in  one  advertisement.  However,  where  a  desire  must  be 
created,  an  advertisement  of  ordinary  size  (one  to  occupy  a 
4-inch,  single-column  space  in  a  newspaper  or  a  quarter  page 
or  less  in  a  magazine  of  standard  size)  is  usually  more  force- 
ful when  only  one  article  or  only  one  class  of  goods  is  treated. 
Then  all  the  information  and  argument  can  be  concentrated 
with  the  most  favorable  chances  for  producing  sales. 

Take  a  men's-furnishing  store  as  an  example.  If,  in  a 
single-column  advertisement  4  inches  deep,  the  advertiser 
tries  to  exploit  the  good  qualities  and  reasonable  prices  of 

OOPYRIQHTED  BY  INTERNATIONAL  TEXTBOOK  COMPANY.       ENTERED  AT  STATIONERS'  HALL,  LONDON 

§3 
304-7 


2  COPY  FOR  ADVERTISEMENTS  §  3 

shirts,  collars,  neckties,  hose,  suspenders,  hats,  underwear, 
etc.,  the  force  of  the  advertisement  will  necessarily  be  spread 
over  too  many  articles  to  be  effective.  If  the  advertiser 
devotes  his  space  on  one  day  to  shirts  or  to  shirts  and 
collars,  on  another  day  to  hats,  on  another  to  underwear, 
etc.,  he  is  more  likely  to  have  a  series  of  business-producing 
advertisements. 

2.  Clearness. — Unlike  the  salesman,  the  ad-writer  has 
no   opportunity   to   go   back   and   explain  a  statement  or  a 
word  that  is  not  understood  by  the  prospective  customer. 
Hence,  copy  should  be  so  written  that  it  will  be  perfectly 
clear  to  all  readers.     The  grammatical  construction  should 
be  simple  and  direct,   and  familiar  words  and  expressions 
should  be  used.     "High-sounding,"  unusual  words,  quota- 
tions from  foreign  languages,  etc.  should  be  avoided.     This 
is  particularly  true  of  copy  intended  for  the  general  public. 
When  writing  copy  intended  to  appeal  to  highly  educated 
persons,  it  is  possible  to  explain  by  suggestion,  employing 
unusual  but  particularly  apt  turns  of  speech,  metaphor,  etc., 
for  readers  of  this  class  are  capable  of  catching  the  spirit 
and  ideas  of  the  advertiser  and  of  filling  out  details  left  to 
the  imagination.     Such   is  not   the   case   with  the  ordinary 
purchaser,  however,  and  if  there  is  any  doubt  as  to  the  proper 
word  and  phrase  to  use,  the  more  common  and  simpler  one 
should  be  employed.     Instead  of  "Is  it  sufficiently  remunera- 
tive?" write  "Does  it  pay  well?",  and  so  on. 

3.  Conciseness. — By  conciseness  is  meant  expressing 
much  in  few  words.     As  many  words  as  are  needed  to  con- 
vey the  desired  meaning  and  to  make  the  copy  read  smoothly 
should  be  used,  but  no  more.     The  successful  author  is  paid 
for  each  word  that  he  writes,  but  the  ad-writer  is  charged  for 
the  space  of  each  word.    Therefore,  every  word  and  sentence 
should  be  as  clear  and  as  effective  as  possible.     After  writing 
text  for  an  advertisement,  it  should  be  gone  over  carefully 
and  all  superfluous  words  should  be  cut  out.     The  saving  in 
words  and  the  increase  in  strength  will  be  evident.     "Money 
back,  if  dissatisfied"  is  clearer  and  occupies  less  space  than 


§3  COPY  FOR  ADVERTISEMENTS  3 

"We  shall  be  pleased  indeed  to  return  your  money  on  any 
purchase  that  does  not  please  you."  Do  not,  however,  make 
the  copy  so  brief  that  its  message  will  be  obscure  or 
unfinished. 

4.  Short   Words   and    Sentences. — Short    words    and 
sentences  not  only  tend  to  make  copy  clearer  and  more  con- 
cise, but  also  stronger.     Of  two  words  of  similar  meaning, 
the  shorter  is  almost  invariably  the  stronger;  and  the  same 
holds  true  of  phrases  and  sentences.     Compare  "house"  with 
"residence";  "dry-goods  store"  with  "dry-goods  emporium"; 
"Keep   out!"   with   "Positively  no   admittance";    "Come   in 
and  look  around"  with  "You  are  cordially  invited  to  enter 
and  inspect  our  stock." 

5.  Sequence  of  Ideas.— As  has  already  been  stated,  the 
functions   of   advertising   copy  are   to    create    interest   and 
desire,  to  convince,  to  inspire  confidence,  to  make  the  reader 
decide  to  buy  or  investigate,  and  to  make  the  reader  act. 
This  is  the  logical  and,  ordinarily,  the  best  order  for  the 
presentation  of  ideas  in  copy.     Sometimes,  however,  points 
may  be  introduced  out  of  logical  sequence  for  some  special 
purpose.     For    example,    price,    particularly    if    it    is    high, 
should  ordinarily  be  introduced  at  the  close  of  the  argument; 
but  if  it  is  the  chief,  or  one  of  the  chief,  selling  points  of  an 
article,  it  may  be  included  in  the  heading  of  the  advertise- 
ment in  order  to  give  it  extra  emphasis. 

6.  Repetition    of    Ideas. — When    skilfully   made,    the 
repetition  of  an  idea  is  effective,  owing  to  the  cumulative 
effect.      In  unskilful  hands,  however,  repetition  is  sure  to 
weaken  the  text.     Hence,  the  ad-writer  will  find  it  safer  to 
give  each  idea  complete  treatment  in  its  logical  position  and 
then  proceed  with  the  next  point.     In  case  the  argument  is 
an  extended  one,  ideas  may  be  repeated  to  keep  the  reader's 
mind  centered  on  the  main  points,  and  the  strongest  selling 
points  might  also  be  repeated  in   summing  up  the  entire 
argument.     In  an  advertisement  of  ordinary  length,  however, 
repetition  is  unnecessary. 


4  COPY  FOR  ADVERTISEMENTS  §  3 

7.  Reasonable     and     Extravagant      Statements. — 

Extravagant  statements  abounding  in  superlatives  influence 
thoughtless  or  uneducated  persons  to  a  certain  extent,  but 
the  average  reader  of  advertisements  has  learned  that  such 
statements  are  "just  talk."  "Best  in  the  world,"  "Greatest 
merchandizing  event  of  the  century,"  "Our  prices  are  abso- 
lutely beyond  duplication,"  "Astounding  bargain  sale," 
"Enormous  reductions,"  and  similar  expressions  are  taken 
with  several  "grains  of  salt"  by  most  people.  Fanciful 
descriptions  such  as  "Whirlwind  of  bargains,"  "Fearful 
slaughter  of  prices,"  "Avalanche  of  values"  are  also  weak 
with  thoughtful  -people.  Copy  should  be  rational  and  well 
within  the  limits  of  belief.  "Finest  hat  on  earth,"  is  not' so 
strong  as  "No  better  hat  ever  made,"  and  "most  mag- 
nificent" is  improved  by  dropping  "most."  "Very"  is 
another  overused  word. 

Inexperienced  writers  nearly  always  err  in  the  use  of  too 
many  adjectives.  Often,  a  noun  is  better  without  an  adjec- 
tive, and  one  well-chosen  adjective  is  better  than  two  or  three 
that  are  not  well  chosen. 

8.  Realistic    Descriptions. — Instead    of    using   bom- 
bastic,  extravagant   expressions,   strive    to   describe    goods 
realistically,  so  that  the  readers  may  almost  see  them.     A 
statement  like  "Finest  mince  pies  at  our  restaurant"  is  not 
convincing;  but  an  expression  similar  to  "We  pay  $4  a  gallon 
for  the  Santa  Cruz  rum  that  goes  in  our  mince  pies,  and  the 
currants  and  raisins  are  all  hand-picked,"  etc.,  is  sure  to 
make   an   impression.     It    is    the    kind    of    description   that 
creates   desire — that   makes    the    reader   mentally    see    the 
goods  and  say  to  himself,  "I  believe  I'll  try  them." 

To  announce  merely  that  a  certain  kind  of  ice  cream  is 
"the  best  you  ever  ate"  is  not  strong  advertising.  Find 
whether  there  are  any  good  features  about  the  making  of 
the  ice  cream.  Find  where  the  cream  comes  from,  whether 
it  comes  from  the  milk  of  any  good  breed  of  cattle,  or  is 
handled  with  unusual  care  for  cleanliness.  Is  it  all  pure 
cream — no  condensed  milk?  Is  superior  flavoring  used?  Is 


§3  COPY  FOR  ADVERTISEMENTS  5 

the  ice  cream  made  by  experts?  Is  the  water  used  in  the 
factory  of  unusual  quality?  Is  the  cream  put  up  in  a  form 
that  is  very  convenient  for  people  giving  suppers  or  parties? 
Does  it  keep  well  in  that  form?  How  many  flavors  are  made? 
Will  the  advertiser  make  up  bricks  consisting  of  several 
flavors?  Is  the  clerk  service  and  delivery  service  courteous 
and  never  failing?  The  answers  to  such  questions  will  afford 
the  kind  of  information  that  makes  strong,  realistic  copy. 

If  a  good  clothing  salesman  should  meet,  away  from  the 
store,  an  acquaintance  who  was  thinking  of  buying  a  new  suit, 
he  would  not  be  content  to  tell  the  prospective  purchaser 
that  the  store  has  "the  largest  and  best  assortment  of  men's 
fine  clothing  ever  offered  in  the  history  of  the  city."  He 
would  not  be  a  good  salesman  who  did  not  know  his  goods 
and  human  nature  better  than  to  content  himself  with  such  a 
bombastic,  indefinite  statement.  A  skilled  salesman  would 
inquire  if  the  acquaintance  had  any  special  kind  of  suit  in 
mind.  Then  he  would  give  the  details  of  the  suits  his  store 
had  that  closely  approached  what  the  prospective  purchaser 
liked.  If  the  prospective  purchaser  had  no  preference,  the 
skilled  salesman  would  suggest  something.  He  would  tell 
about  the  weight  and  color  of  the  goods  and  its  quality  gen- 
erally— stylishness,  comfort,  durability,  etc.  He  would 
describe  the  cut  of  the  coat,  might  give  its  length,  and  tell 
about  any  special  features  it  had.  Special  features  of  the 
vest  and  trousers  would  also  be  mentioned.  The  salesman 
would  not  fail  to  comment  on  the  fine  workmanship  of  the 
suit,  and  he  would  tell  why  it  was  better  than  the  workman- 
ship of  most  ready-made  clothing.  He  would  give  the  price. 
He  would  speak  of  the  ease  with  which  a  good  fit  could  be 
had,  owing  to  the  superior  tailoring  of  the  suits,  and  to  the 
presence  in  the  store  of  a  tailor  expert  in  making  alterations. 
In  brief,  the  skilled  salesman  by  giving  specific  details  would 
try  to  picture  in  the  prospective  customer's  mind  the  clothing 
he  was  trying  to  sell;  and  it  is  just  this  picture-painting  in 
words  that  the  ad-writer  should  strive  for. 

The  best  method  of  getting  convincing  copy  is  to  "let  the 
goods  talk."  If  the  ad-writer  can  be  brilliant  and  interest- 


f>  COPY  FOR  ADVERTISEMENTS  §  3 

ing,  so  much  the  better,  but  he  should  at  least  "dig"  into  the 
subject  to  be  advertised  and  tell  the  important  facts  plainly. 
No  amount  of  apt  phrasing  or  clever  epigram  makes  up  for 
the  lack  of  plain,  concise  information  about  the  article.  The 
article  should  be  studied  by  the  ad-writer  as  if  he  were  the 
prospective  buyer.  Why  is  it  desirable?  What  are  its 
exclusive  features?  Why  is  it  better  than  others  of  its  class? 
Every  meritorious  article  possesses  some  feature  that  makes 
it  better  than  other  commodities  of  the  same  class.  It  may 
be  merely  the  package  or  the  method  of  delivery.  It  is  a 
singular  fact,  but  if  a  manufacturer  or  salesman  realizes  that 
he  is  talking  for  publication,  he  often  fails  to  give  out 
important  selling  points.  The  ad-writer  should  talk  with 
such  a  man  like  an  ordinary  customer  would;  then  he  will 
undoubtedly  have  some  strong  features  pointed  out  to  him. 
It  is  sometimes  advisable  to  hide  the  memorandum  pad  until 
the  required  information  has  been  skilfully  drawn  out  of  the 
manufacturer  or  salesman  in  ordinary  conversation. 

This  rule  of  "letting  the  goods  talk"  seems  a  simple  one 
to  follow,  but  if  the  ad-writer  can  grasp  it  and  carry  out  the 
idea  faithfully,  he  has  mastered  one  of  the  important  prin- 
ciples of  advertising,  for  the  great  weakness  of  most  copy  is 
that  it  is  full  of  general  claims  and  contains  too  few  interest- 
ing, convincing  facts. 

Fig.  1  shows  an  unusually  fine  example  of  realistic,  con- 
vincing copy.  It  draws  a  picture  in  the  mind  and  starts  a 
train  of  thought.  Copy  that  thus  strikes  a  responsive  chord 
in  the  reader's  mind,  that  voices  his  opinions  and  renews 
impressions  made  at  some  previous  time,  is  economical 
as  well  as  effective  advertising,  for  one  hundred  words  of 
such  copy  may  bring  up  pictures  and  start  thoughts  that 
could  not  be  described  fully  with  one  thousand  words. 

9.  Truthfulness. — Aside  from  the  moral  aspect  of  the 
question,  advertising  should  be  truthful  merely  because 
truthfulness  pays.  When  a  firm  gets  the  reputation  of 
living  up  to  its  promises  and  of  selling  goods  that  are 
always  as  good  as  represented,  it  is  a  long  way  on  the  road 


JUST  try  that  once,  Madam ! 
A  little  three  pound  pail  of 
it  will  do. 

The  result  will  delight,  and 
surprise,  you. 

When  you  take  the  cover  off 
be  ^  sure  to  note  the  beautiful 
Crisp,  waxy,  and  wrinkled, 
appearance  of  this  Queen  of 
Shorteners. 

<r         «r 

What  is  it?  Just  purified 
Lard. 

Nothing  added  to  it,  but  a 
great  deal  eliminated. 

Al^excess  of  greasy  charac 
teristics  removed. 

«          <r 

It  is  made  from  the  few 
crisp,  dry,  flakes  of  kidney  Fat 
found  in  each  Hog. 

These  are,  as  you  know,  the 
choicest  of  Lard. 

But  a  clever  Armour  Pro- 


-"5lMON 


cess  makes  it  choicer  still,  by 
extracting  every  undesirable 
element,  and  leaving  a  rich 
creamy  odor  and  flavor  in 
place  of  the  porky  kind. 

The  removal  of  these  ele- 
ments naturally  lessens  the' 
weight  of  the  Lard. 
a-      & 

That's  why  "Simon-Pure" 
Lard  must  cost  you  a  trifle  more 
than  the  commoner  kinds. 

But,— the  Pastry  it  makes! 

Tender,  light,  Digestible,  and 
deliciously  toothsome. 

Being  less  Greasy  than  ordin- 
ary Lard  it  works  into  flour 
quicker,  and  goes  further,  so 
that  its  slightly  higher  cost  is 
more  than  offset  in  this,  and 
the  finer  quality  of  the  Pastry 
it  helps  to  make. 

Grocers  and  Butchers  every- 
where sell  it,  in  three  pound, 
five  pound  and  ten  pound  pails. 

•6  ft 

Now  don't  ask  for  just  "Lard" 
but  see  that  you  get  "Armour's 
Simon-Pure  Lard." 

Every  pail  of  the  genuine  is 
clearly  labelled : — 


99 


8  COPY  FOR  ADVERTISEMENTS  §3 

to  success.  Misrepresentation  and  half-truths  may  sell 
goods  and  may  prove  successful  where  the  advertiser  does 
not  hope  to  make  a  second  sale  to  the  purchaser,  but  such 
practice  must  result  in  loss  of  reputation  and  patronage 
with  most  advertisers. 

The  ad-writer  should  therefore  be  careful  that  all  state- 
ments and  descriptions  are  truthful — such  as  he  would  make 
to  a  close  friend.  If  an  article  is  offered  at  a  low  price,  the 
reason  given  should  be  logical  and  true;  if  the  goods  are 
slightly  damaged,  it  should  be  briefly  explained  how  and 
to  what  extent;  if  the  low  price  is  made  because  there 
is  too  much  stock  on  hand,  the  fact  should  be  stated;  and 
so  on. 

If  an  advertisement  states  that  suits  priced  originally  at 
from  $20  to  $50  will  be  sold  at  $18,  and  there  is  only  one 
$50  suit  in  the  lot  and  only  two  $40  suits,  and  these  are  old 
styles,  many  women  that  come  to  the  store  with  the  hope  of 
getting  a  $40  or  $50  suit  for  $18  will  be  disappointed,  and 
the  store  will  lose  prestige.  Though  the  statement  is 
strictly  true,  it  would  be  better  to  make  a  more  conservative 
statement  or  at  least  to  point  out  that  there  are  only  three 
suits  in  the  lot  priced  at  $40  or  more.  It  should  be  remem- 
bered that  no  special  sale  is  a  success  if  the  subsequent 
business  of  the  advertiser  is  thereby  hurt. 

10.  Value  of  the  Bargain  Offer. — The  ad-writer 
should  remember  that  all  the  world  loves  a  real  bargain 
— that  special  prices,  offers,  and  discounts,  limited  time  in 
which  an  offer  holds  good,  notice  of  an  early  advance  in 
price,  premiums  to  those  who  purchase  during  a  certain 
time,  etc.,  are  all  great  sale-closers.  The  chinaware  given 
away  with  tea  and  coffee  has  made  sales  that  have  brought 
fortunes  to  the  proprietors  of  such  stores.  The  many 
magazine  advertisements  of  slightly  rubbed  sets  of  books 
at  special  prices  show  what  forms  the  bargain  offer  some- 
times takes.  But,  undoubtedly,  many  of  these  offers  are 
slightly  deceptive,  the  books  not  being  injured  at  all,  and 
the  scheme  cannot,  for  this  reason,  be  altogether  commended. 


§3  COPY  FOR  ADVERTISEMENTS  9 

The  offer  of  a  bookcase  or. an  extra  index  volume  free  to 
all  purchasers  of  an  encyclopedia  within  a  certain  time  is 
another  form  of  bargain  that  has  brought  publishers  good 
results.  The  bargain  offer  will  always  continue  to  be  a  most 
telling  factor  in  advertising. 

Offer  real  bargains.  Don't  claim  that  a  lot  of  shirts  to  be 
sold  at  75  cents  each  were  $1.50  shirts  earlier  in  the  season 


Shannon- 


Lawn  Mowers 
Seduced 

We've  too  many  14-inch  Shan- 
non Lawn  Mowers  left.  We  don't 
want  to  carry  them  over  till  next 
season;  consequently  before  the 
summer's  over  we  intend  to  clear 
them  out  at  a  reduced  price. 
Remember,  there's  not  a  thing 
the  matter  with  them.  They 
have  the  same  finely  tempered 
steel  cutting  blades  and  the  same 
easy-running  mechanism  as  any 
mower  we've  sold  heretofore  at 
$2.75.  We  make  a  new  price  to 
prompt  a  ready  riddance,  $1.75. 

Think  of  it,  a  $2.75  Shannon 
Lawn  Mower  for  $1.75.  Even  at 
their  regular  price  they're  dis- 
tinctive bargains. 

Shannon  Hardware  Co. 

816  Chestnut  Street 


FIG.  2 

if  they  were  sold  at  $1.  The  merchant  that  deceives  in  this 
way  will  live  to  regret  it,  while  the  one  that  is  strictly  truth- 
ful about  his  bargain  offers  will  find  they  command  more 
and  more  attention.  Furthermore,  a  person  that  gets  a  real 
bargain  is  likely  to  become  a  steady  customer.  Fig.  2  shows 
a  good  example  of  a  bargain  advertisement.  The  example 


•All-Wool  Blankets 
Considerably  Under  Value 

For  reasons  that  are  obvious  to  any  thinking 
person,  we  will  neither  take  back  nor  exchange 
any  article  of  bedding  that  has  been  out  of  the 
store  over  night.  We  are  determined  that  our 
customers  shall  take  no  chances  with  bedding 
that  has  been  out  on  approval,  and  perhaps  in 
a  sick  room,  for  nobody  knows  how  long. 

Today's  offerings  command  the  attention  of 
every  woman  who  cares  to  economize: 


At  $3  Instead  of  $4 

Eleven-quarter  blankets  of 
white  wool  with  wide  silk 
binding;  red,  blue,  or  pink 
borders. 

At  $4  Instead  of  $4.50 

Ten-quarter  blankets  of 
soft,  fleecy  white  wool  with 
two-inch  silk  binding;  pink, 
blue,  or  red  borders. 


At  $4.25  Instead  of  $5 

Eleven-quarter  blankets  of 
heavy  wool — and  nothing 
but  wool  —  with  two-inch 
silk  binding. 

At  $6  Instead  of  $8 

Twelve-quarter  blankets  of 
extra-fine  white  wool  with 
extra-wide  silk  bindings; 
pink  or  blue  borders. 


J.   W.    ROBINSON    COMPANY 

235-237-239  S.   Broadway 


§  3  COPY  FOR  ADVERTISEMENTS  11 

shown  in  Fig.  3,  while  giving  no  reason  for  the  reduction  in 
price  (there  was  none — the  blankets  being  sold  as  leaders), 
is  characterized  by  good  argument  and  good  description. 

11.  Timeliness. — Timeliness  consists  in  using  current 
events  or  local  happenings  in  copy,  thus  giving  an  element 
of  interest  to  the  advertisement  that  it  would  otherwise  lack. 
During  the  Russo-Japanese  war,  a  breakfast-food  manu- 
facturer referred  in  several  of  his  advertisements  to  the 
extensive  use  of  his  product  as  food  for  the  Japanese  army. 
A  gunsmith,  on  the  day  following  the  capture  of  a  house- 
breaker by  a  man  that  had  a  revolver  handy,  got  good 
results  by  using  the  incident  to  point  out  a  moral  as  to  the 
importance  of  owning  a  good  revolver,  such,  of  course,  as  he 
had  in  stock.  A  typewriter  company,  on  the  day  that  the 
prize  was  awarded  in  a  beauty  contest,  advertised  the  fact 
that  the  young  woman  that  captured  the  prize  used 
their  machine,  and  printed  her  opinion  of  it.  Immediately 
after  the  nominations  in  a  recent  United  States  presidential 
campaign  a  talking-machine  company  advertised  that  it  had 
for  sale  records  containing  speeches  by  both  candidates. 
Banks  use  large  space  to  advantage  on  the  day,  week,  or 
month,  that  wage  earners  of  the  community  are  to  be  paid. 
The  service  of  fireproof,  safe-deposit  vaults  is  exploited  on 
the  day  after  big  fires.  Similar  ideas  will  suggest  them- 
selves for  use  in  advertising  any  business.  Do  not  try  to 
drag  in  current  events  that  have  no  relation  to  the  article  or 
service  to  be  advertised,  but  be  quick  to  take  advantage  of 
the  fact  that  public  attention  has  been  drawn  to  certain 
events  and  that  minds  are  then  unusually  impressionable. 
In  this  way  the  advertiser  may  profit  by  a  public  interest 
that  could  not  be  created  otherwise  except  with  a  large 
expenditure.  Note  Fig.  4.  This  advertisement  appeared 
immediately  after  the  price  of  commuters'  tickets  had  been 
increased  by  a  railroad  company  entering  Philadelphia  and 
suburbanites  were  much  exercised.  The  store  offered  special 
reductions  to  commuters  so  that  they  could  make  up  for 
the  increase  in  fare. 


IQc  a  Yard  Commuted 
ISc  Yard  lor  2Sc  Silk  Muslin 


REDUCED  RATES  on  everyday  necessities— &  luxuries— that  offset  the 
increased  railroad  rates. 

You  lose— say  $3  to  $f  a  month  on  your  railroad  ticket; 

YOU  SAVE  AS  MUCH—&  more— in  one  day  in  this  Sale, 

Figure  it  out  on  the  goods  announced  on  this  page. 

NO  DISCRIMINATION;  Sale  open  to  all,commuters  or  not;  tat  commuters  art 
specially  invited.  Punch  out  the  Commutation  Ticket  that  "reaches  home." 


2  yird.  to  2Ji4  y«rd.-p 


12c  yard  Commuted 


40c  Silk  Lining.  Me  yard 


;  Commuted 


Women's  $15  Raincoats,  $10 


Average  Y. 


Vi  Commuted 


43c  to  SOc  Commuted 


2Scto$l.lO  Commuted 
^^unltaathgUa 


SOc  a  yard  Commuted 


SOc  toft. 50  yd.  Commoted 


The  Millinery  Disposal 


SOc  to  J/.20  Commuted 


J2  (o  J<.50  Commuted 


w  on, n,-,  White  Dresses 


New  Songs  by  Caruso,  Melba. 
Scotti  &  Calve  in  tbe  Japa- 
nese Garden  Today. 


Sl.SO  to  $3.50  Commutes 


Half  or  Nearly  Commuted 


About  Half  Commuted 


Petticoats  ol  Silks  &  Cottons 


Dress  Trimming  Braids 


SOc  to  $1  Commuted 


S5iJi*~*>  * ' 


;.25  (o  J/.75  Commuted 


On  Light  to  Heavy  Curtains 


On  More  Oriental  Rugs 

iwiian  ruj«— 

?:!."^!!»S" 


40c  a  Vol.  Commuted 


2ic  to  35c  Commuted 


On  Scotljs  Wa 

•4SS5&S5 


Average  V4  Commuted 


Special  Stamp!  Linens 


$18  Hair  Mattresses  (or  $15 


2Sc  (o  60c  Commuted 


to  45c  foot  Commuted 


Average  \4  Commuted 


Children's  Underclothes 


ON  EXHIBITION  in  the  BOOK  STORE 
The  Book  News  Month); 


25c  Towels  for  20c 


FIG.  4 


§3  COPY  FOR  ADVERTISEMENTS  13 

12.  Seasonableness. — The  value  of  seasonableness  of 
copy  lies  in  the  fact  that  at  certain  times  of  the  year  the 
public  mind  naturally  turns  toward  goods  that  are  useful  at 
those  times;  hence,  the  mind  is  in  a  receptive  mood  and  the 
force  of  the  seasonable  advertisement  is  greatly  increased. 
For  example,  when  the  winter  season  arrives,  young  people 


A  Bracelet  Season 

This  Summer  will  be  a  popular 
Bracelet  season.  Why?  Because 
of  the  short  sleeves  and  long 
gloves  now  so  fashionable.  And 
nothing  so  much  adds  to  the 
charm  of  a  woman's  arm  as  a 
pretty  bracelet. 

We  have  a  beautiful  line  of 
bracelets  in  solid  gold,  in  scores 
of  styles  and  patterns,  plain,  en- 
graved, and  jeweled. 

We  have  a  very  pretty  bracelet, 
solid  gold,  as  low  as  $4.  Richer 
styles  all  the  way  up  to  $20. 

Gold-filled  Bracelets,  $2.25  to 
$5.50. 

Our  reputation  for  quality  is 
your  perfect  assurance  of  worth. 

A.  DAVIDSON 

Jeweler  and  Eyesight  Specialist 
Davidson  BIdg.,  15  Steps  from  Square 


FIG.  5 
Seasonable  and  gives  interesting  details 

begin  to  think  of  getting  skates;  just  at  vacation  time,  atten- 
tion may  be  readily  drawn  to  suit  cases,  traveling  bags, 
tourists'  (folding)  umbrellas,  etc.;  when  spring  comes, 
light-weight  clothing  and  underclothing  naturally  come  to 
the  front,  and  so  on.  Fig.  5  shows  an  advertisement  that 
was  used  just  before  the  beginning  of  a  summer  when 


Thanksgiving,  in  this,  the 
one-hundred-and-thirtieth  year 
of  our  Independence,  should 
be  a  time  of  unusual  rejoicing 
because  of  the  enactment  by 
Congress  of  a  law  to  protect 
the  people  from  impure  foods. 
Every  day  is  Thanksgiving 
Day  in  the  home  where  foods 
that  overwork  the  stomach  and 
starve  the  body  have  given 
place  to  natural  foods  that  sup- 
ply all  the  elements  for  the 

building  of  the  perfect  human  body  with  the  least  tax 
upon  the  digestive  organs.  Such  a  food  is  SHREDDED 
WHOLE  WHEAT.  It  is  made  of  the  choicest  white  wheat 
that  grows,  cleaned,  steam-cooked,  shredded  and  baked.  It  is  a 
natural  stimulant  of  peristalsis  and  supplies  all  the  proteids 
needed  to  repair  wasted  tissue,  in  a  form  easily  digested  by  the 
most  delicate  stomach.  It  is  the  cleanest  and  purest  of  all  the 
cereal  foods  and  is  made  in  the  cleanest,  most  hygienic  indus- 
trial building  on  the  continent. 


,  e*.         * 

iiiry  posKibllifies  .ire  almost  unlimited.     Our  new  cook  book  telU  you 
ut  rame  of  them.    It  IN  sent  free  for  the  asking. 


ish   your  ThankxKiviuv 


Wheat  instead  of  white  bread  crumbt). 

TKINCL'ITisi'hrrridea'  Whole  Wheat  pressed  into 
electricity.    It  is  delicious  M  a.  toast  with  butter,  <-lii-i 


THE  NATURAL  FOOD 
COMPANY, 

Niagara  Falls,  N.  Y. 


Its  All  in  the  Shreds" 


Fro.  6 
A  seasonable  November  magazine  advertisement 


§3  COPY  FOR  ADVERTISEMENTS  15 

fashion  had  decreed  the  wearing  of  short  sleeves  and  long 
gloves. 

Manufacturers  of  goods  used  the  year  round  take  advan- 
tage of  seasonableness  by  giving  their  copy  a  tone  appropriate 
to  the  season.  See  Fig.  6. 

13.  Alliteration. — By  alliteration  is  meant  that  use 
of  the  same  first  letter  or  similar  syllables  in  two  or  more 
words  of  a  sentence  that  produces  a  certain  smoothness,  or 
rhythm.     In  "Buy  the  Best  Bread,"  alliteration  is  produced 
by  three  of  the  words  beginning  with  the  letter  B.    In  "Earn 
While  You  Learn,"  the  repetition  of  the    "earn"  syllable 
brings  the  smoothness,  and  in  "Practice  What  You  Preach," 
the  two  P's  produce  the   same  effect.     This  repetition  of 
similar  sounds  lends  a  pleasing  effect  to  language,  but  care 
should  be  taken  not  to  make  such  an  effort  for  alliteration 
that  the  effect  will  be  noticeable.    In  the  foregoing  examples, 
the  alliteration  does  not  appear  to  be  forced.     Such  a  sen- 
tence as  "Gaskins,  Gloversville's  Greatest  Grocer  Guarantees 
Gratification,"  however,  should  never  be  constructed.     The 
first  four  words  of  the  sentence  might  be  permissible  as  a 
signature,  but  the  use  of  the  entire  sentence  would  be  too 
evident  an  attempt  to  manufacture  an  expression  with  all  the 
words  beginning  with  the  letter  G.     It  should  be  remembered 
that  anything  that  turns  the  attention  from  matter  to  manner 
is  a  detriment. 

14.  Originality. — Originality  in  advertising  is   good, 
provided   it   does  not  sacrifice  clearness  and  conviction  to 
obtain  cleverness.     Straining  after  new  and  unique  methods 
of  presenting  a  subject  nearly  always  results  in  weakening  the 
copy,  not  only  from  a  literary  point  of  view,  but  also  because 
the  reader's  attention  is  attracted  by  the  manner  in  which  the 
subject  is  presented  rather  than  by  the  information. 

There  should  not  be  such  a  strain  for  originality  that 
the  work  becomes  freakish,  because  this  will  merely  result 
in  amusing  the  reader,  or,  what  is  worse,  in  disgusting  him. 
Originality  within  bounds  adds  interest  and  zest  to  copy, 
owing  to  contrast  with  the  more  stereotyped  phrases  of  the 


16  COPY  FOR  ADVERTISEMENTS  §3 

average  advertisement.  The  ad-writer  will  always  do  well 
to  express  in  a  new  way  those  ideas  that  most  writers  express 
in  hackneyed  language.  Such  expressions  as  "acme  of  per- 
fection," "we  lead,  others  follow,"  etc.  are  greatly  over- 
used, and  too  many  advertisers  of  bread  and  of  mince  meat 
assert  that  their  products  are  like  the  "kind  mother  used 
to  make." 

The  ad-writer  should  remember  that  it  is  always  more 
important  to  be  convincing  than  original.  The  all-important 
question  about  an  advertisement  is  "will  it  sell  the  goods?" 

15.  Humorous  Advertising. — As  a  general  rule,  in 
preparing  advertisements,  it  is  advisable  to  write  plain, 
straightforward  prose  without  attempting  to  be  humorous. 
This  is  particularly  true  of  high-priced  articles  and  of  those 
that  are  complicated  or  for  any  other  reason  require  more  or 
less  extended  argument  or  description.  On  the  contrary,  if  the 
commodity  is  low-priced,  or  is  such  that  it  does  not  need  to 
be  fully  described,  or  does  not  lend  itself  readily  to  descrip- 
tion and  argument,  a  touch  of  humor  or  quaintness  will 
sometimes  induce  a  reading  more  readily  than  any  other 
element  in  advertising.  The  style  of  advertising  that  attracts 
the  most  attention,  however,  is  not  always  the  style  that 
sells  the  most  goods.  To  attract  attention  is  important, 
but  unless  the  attention-attracting  feature  of  the  humorous 
advertisement  brings  out  and  impresses  a  selling  point,  the 
effort  is  largely  lost.  Take,  for  instance,  the  following 
verse,  which  was  accompanied  by  a  quaint  illustration: 

"Bridget  quits  to  wed  her  steady, 
What's  the  odds,  here's  something  ready, 

Campbell's  Soups, 
Just  add  hot  water  and  serve." 

Here,  the  point  is  made  that  Campbell's  soups  are  handy 
to  have  around  in  case  of  emergencies  like  Bridget's  leaving, 
and  the  point  is  a  good  one. 

The  great  objection  to  humorous  advertising  is  that  unless 
carefully  handled  it  becomes  ridiculous  and  the  prospective 
customer  is  more  or  less  disgusted  instead  of  being  inter- 


§3 


COPY  FOR  ADVERTISEMENTS 


ested.  Hence,  the  novice  is  advised  to  refrain  from  "trying 
to  be  funny,"  and  to  content  himself  with  setting  forth  the 
merits  of  the  article  in  ordinary  language. 

When  humor  is  employed,  it  should  be  a  means  to  an  end 
— not  an  object.  The  object  of  advertising  is  to  sell  goods, 
not  to  amuse  people.  Note  Fig.  7.  What  is  there  about 


'S  CORNER 


Smith* Brown  Clothes  Sold  Here 


this  advertisement  to  impel  readers  to  go  to  the  advertiser's 
store  to  buy  their  clothing?  It  is  a  fact  that  this  advertiser 
failed  in  business  soon  after  this  advertisement  was  used. 

16.  Brightening  Up  Copy. — Although  the  ad-writer, 
particularly  the  novice,  is  advised  to  avoid  humor  as  a  rule, 
on  the  other  hand,  dry,  stilted,  or  ponderous  language  should 

204-8 


18  COPY  FOR  ADVERTISEMENTS  §3 

not  be  used,  as  it  will  likely  make  the  advertisement  so 
uninteresting  that  no  one  will  read  it.  If  a  person  is 
already  sufficiently  interested  in  an  article,  he  will  read  an 
entire  advertisement  about  it  even  if  the  copy  is  decidedly 
prosy;  but  it  is  not  safe  to  presuppose  such  a  degree  of 
interest.  The  ad-writer  should  endeavor  to  make  his  copy 
of  interest  to  the  casual  reader. 

One  step  in  the  right  direction  is  the  use  of  short  words, 
short  sentences,  and  frequent  paragraphs.  Another  step  is 
the  avoidance  of  cut-and-dried  expressions  like  "We  beg  to 
announce  to  our  many  friends,"  and  so  on.  Another  is  to 
relieve  descriptions  as  much  as  possible  of  the  appearance 
of  being  merely  a  list  of  selling  points.  The  use  of  the 
language  of  the  class  addressed  is  another  "brightener."  An 
apt  quotation  well  followed  up  by  the  text  sometimes  serves 
to  rivet  attention  and  interest. 

Things  told  in  a  narrative  style  and  including  conversa- 
tion make  interesting  reading.  For  instance,  the  ad-writer 
might  begin  in  this  style:  "Some  folks  tell  us  that  our 
stock  of  rugs  and  carpets  is  entirely  too  large  for  Homer, 
and  an  out-of-town  visitor  said  the  other  day,  'I  don't 
believe  those  high-priced  Wiltons  will  find  sale  here.'  We 
believe  that  these  persons  are  mistaken.  We  believe  that 
there  are  plenty  of  persons  in  Homer  that  want  the  best 
things,"  and  so  on.  Incidentally,  it  may  be  noted  that  this 
"heart-to-heart,"  frank  style  is  an  aid  to  the  building  up  of 
close  relations  with  patrons. 

Timeliness  and  seasonableness  of  copy  also  add  to  its 
interest. 

17.  Paragraphing. — Copy  for  advertisements  should, 
as  a  rule,  be  paragraphed  more  than  general  literary  com- 
position. Short  paragraphs  give  directness  and  crispness 
to  the  style,  and  avoid  the  uninteresting  appearance  of  a 
solid  mass  of  type  matter.  In  addition,  paragraphing  may 
be  used  to  make  a  certain  idea  or  statement  stand  out  from 
the  matter  preceding  and  following  it  and  to  separate  differ- 
ent items,  as  in  department-store  advertisements. 


§  3  COPY  FOR  ADVERTISEMENTS  10 

Some  ad-writers  make  each  sentence  a  separate  paragraph 
— a  sentence  paragraph,  in  other  words.  When  it  is  desired 
to  make  the  copy  chatty,  or  "breezy,"  this  style  is  good, 
provided  each  sentence  conveys  a  complete  idea.  There  is 
some  danger,  however,  that  the  matter  will  be  abrupt  and 
disconnected. 

18.  Use  of  We  and  I. — Where  a  business  is  owned  by 
only  one  person  the  use  of  "I"  in  advertisements  gives  a 
more  personal  tone  than  the  use  of  "we";  but  there  is  some 
danger  of  the  overuse  of  "I,"  which  makes  the  copy  sound 
egotistic  and  bombastic.     To  avoid  this  difficulty  "we"  is 
used,  although,  of  course,  it  is  really  correct  only  where  there 
is  more  than  one  proprietor.    The  pronoun  "we"  may  be  used 
by  the  single  proprietor  to  secure  dignity  and  formality  in 
his  advertising.    This  same  effect  may  be  obtained  by  a  part- 
nership, or  company,  by  using  the  firm  name  instead  of  the 
pronoun.     Instead  of,  "We  are  able  to  give  great  value," 
etc.,  the  copy  would  read,  "Jones  &  Co.  are  able,"  etc. 

19.  Grammar  and  Advertising. — Grammatical  cor- 
rectness is  of  importance  in  all    kinds  of  writing,   but   it 
should  be  remembered  that  language  is   a  servant,  not  a 
master.     Language  is  a  means  of  conveying  ideas  to  others, 
and  if  at  times  this  can  be  done  better  by  not  following 
grammatical  rules    slavishly,   they    should  be  disregarded. 
For   instance,   the  ad-writer  may  use   "the  man   you  deal 
with"   in   preference  to   "the  man  with  whom  you  deal," 
despite  the  rule  given  in  many  works  on  composition  to 
avoid  ending  a  sentence  with  a  preposition.     According  to 
some  works  on  composition,  it  is  not  the  best  style  to  begin 
new  sentences  with  the  words  and  and  but;  yet  the  ad-writer 
should  feel  free  to  do  this  when  clearness  or  forcefulness 
will  be  gained.     Strength,  clearness,  and  convincingness  are 
of  more  importance  than  any  rules.     Still,  it  is  a  fact  that  in 
most  cases  a  correct  expression  is  smoother  and   clearer 
than  a  loosely  worded  one. 

20.  Colloquialisms   and    Slang. — Colloquialisms 
(expressions  used  in  common  conversations,  but  rarely  in 


20  COPY  FOR  ADVERTISEMENTS  §3 

literary  composition,  sometimes  referred  to  as  "the  language 
of  the  people"),  can  often  be  employed  with  good  effect,  as 
they  give  copy  a  more  personal  tone  than  their  formal 
equivalents.  "Don't"  and  "won't,"  for  example,  may  be 
used  in  preference  to  "do  not'^and  "will  not";  "I'll"  and 
"you'll"  for  "I  will"  and  "you  will";  "shouldn't"  for 
"should  not";  etc. 

Slang  and  colloquialisms  are  closely  related,  but  the 
former  is  usually  incorrect,  inelegant,  even  vulgar,  and  of 
short  life,  while  the  latter  are  standard  expressions.  As  a 
rule,  the  use  of  slang  should  be  avoided,  as  it  has  a  cheapen- 
ing effect  on  copy.  In  some  cases,  however,  depending  on 
the  article  to  be  advertised  and  the  class  of  purchasers,  the 
use  of  slang  is  permissible.  For  instance,  in  advertising 
baseball  bats,  a  statement  like  "These  are  the  kind  to 
smash  out  corking  hot  liners  with"  would  be  allowable,  as 
this  is  the  language  of  the  ball  field  and  would  appeal  to 
ball  players  more  than  pure  language. 

Standing  between  colloquialisms  and  ordinary  slang  are 
words  and  phrases  called  trade  slang.  Every  occupation  or 
business  employs  such  expressions  in  every-day  conversa- 
tion, and  when  so  used  they  are  proper.  When  writing  an 
advertisement  to  appeal  to  members  of  a  certain  class, 
therefore,  the  use  of  its  trade  slang  is  allowable  and  in  some 
cases  is  even  desirable.  Trade  slang  that  has  become  well 
known  to  the  general  public  may  also  be  used  when  exploit- 
ing goods  for  general  sale. 

21.  Requisites  for  Skill  In  Composition.— The  first 
requisite  of  effective  writing  is  to  have  something  to  write 
about.  The  ad-writer  who  attempts  to  write  copy  without 
having  studied  his  subject  and  received  impressions  that  lead 
up  to  good  ideas  will  not  produce  a  strong  advertisement, 
even  if  he  has  a  good  command  of  language.  But  when  he 
has  stored  his  mind  with  the  facts  and  arguments  that  would 
influence  prospective  purchasers,  he  will  still  fail  to  produce 
a  strong  advertisement  unless  he  has  enough  skill  in  the  use 
of  words  to  convey  his  ideas  clearly  and  vividly  to  others. 


§3  COPY  FOR  ADVERTISEMENTS  21 

Experience  has  shown  that  the  conveyance  of  thought  from 
one  mind  to  another,  whether  by  speech  or  by  writing,  is  a 
difficult  art,  in  the  exercise  of  which  few  persons  attain 
high  excellence.  The  great  writers  of  the  world  are  known 
by  the  fact  that  their  works  are  capable  of  producing  on  the 
minds  of  their  readers  effects  that  are  vivid  and  lasting. 

Many  things  are  required  for  giving  to  literary  composi- 
tion the  highest  measure  of  effectiveness.  Some  of  them  are 
the  following: 

1-.     Skill  in  the  choice  and  use  of  words. 

This  skill  will  come  gradually  from  constant  practice  in 
conversation,  reading,  and  writing.  In  this  practice,  a  knowl- 
edge of  spelling,  punctuation,  and  grammar  is  indispensable. 
A  good  dictionary  and  approved  works  on  English  synonyms 
should  be  referred  to  whenever  the  writer  is  in  doubt  about 
the  meaning  or  the  choice  of  a  word.  Conversation  with 
persons  that  speak  correctly  is  especially  helpful.  So  far  as 
possible,  the  books  read  should  be  those  written  by  the  best 
authors,  and  they  should  be  read  again  and  again — not  so 
much  for  their  matter  as  for  their  style  and  for  getting  a  good 
vocabulary.  A  person  that  does  not  read  some  of  the  best 
books  and  one  or  two  periodicals  that  contain  well-written 
articles  need  not  expect  to  acquire  skill  in  the  use  of  words. 
Exercises  in  composing  should  be  continued  until  they  cease 
to  be  a  task  and  become  a  pleasure. 

2.  A  logical  instinct. 

A  person  with  this  instinct — a  strong  sense  of  orderly 
arrangement — will  speedily  learn  to  construct  sentences  that 
are  clear  and  forcible,  as  well  as  easily  understood.  Every 
element  of  his  sentences  will  be  just  where  it  should  be  to 
produce  the  strongest  possible  effect  on  the  hearer  or  the 
reader.  Without  a  sure  sense  of  logical  dependence,  a  quick 
perception  of  order,  and  a  fair  measure  of  constructive  inge- 
nuity, no  one  can  excel  in  composition. 

3.  A  sense  of  beauty  and  harmony  in  language. 

The  exact  ideas  required  to  produce  a  given  effect  may  be 
expressed  in  language  so  harsh  and  awkward  as  to  fail  in  its 
intended  effect,  and  serve  only  to  offend  or  weary  the  hearer. 


22  COPY  FOR  ADVERTISEMENTS  §3 

On  the  contrary,  it  is  well  known  that  an  audience  can  be 
delighted  by  a  speaker  or  a  reader  even  when  the  matter 
presented  has  no  great  interest  or  importance.  It  is  said 
that  Gladstone  could  make  music  of  mere  statistics,  and  that 
Whitefield,  the  great  preacher,  could  call  forth  either  laugh- 
ter or  tears  by  uttering  in  different  tones  the  word  Meso- 
potamia. 

To  become  a  skilful  writer  or  speaker,  one  must  have  a 
sensitive  ear  and  be  quick  to  recognize  a  beauty  or  a 
blemish  in  language. 

22.  Few  persons  realize  how  many  synonyms  there  are 
for   a    single   word.     Consider,   as    an    example,   the   word 
beautiful.     There  are  a  dozen  or  more  synonyms,  yet  each 
one  has  a  delicate  shade  of  meaning  of  its  own  and  is  a 
more  appropriate  adjective  for  some  nouns  than  it  is  for 
others.     Note  how  well  these  adjectives  go  with  the  nouns 
they  qualify:  a  beautiful  woman,  a  handsome  man,  a  pretty 
hat,   a  fair  face,  a  charming  entertainer,  a  graceful  figure, 
a  bewitching  smile,  a  comely  matron,  a  picturesque  view,  an 
attractive  design,  a  delightful  surprise,  a  fine  house. 

The  following  example  of  the  various  words  that  may  be 
used  to  indicate  a  collection  of  things  still  further  emphasizes 
the  peculiar  fitness  of  certain  words  for  others: 

A  bevy  of  girls,  a  pack  of  wolves,  a  gang  of  thieves,  a  host  of 
angels,  a  shoal  of  porpoises,  a  herd  of  buffalo,  a  troop  of  children, 
a  covey  of  partridges,  a  galaxy  of  beauties,  a  horde  of  ruffians,  a  pile 
of  bolts,  a  heap  of  rubbish,  a  drove  of  oxen,  a  mob  of  blackguards, 
a  school  of  whales,  a  congregation  of  worshipers,  a  corps  of  engineers, 
a  swarm  of  bees,  a  crowd  of  people,  a  flock  of  pigeons,  a  fleet  ot 
ships,  a  litter  of  puppies. 

English  is  so  rich  in  synonyms  and  different  methods  of 
expressing  the  same  idea  that  there  is  no  reason  why  the 
ad-writer  should  use  certain  words  and  expressions  to  excess. 

23.  Realistic  descriptions  depend    largely    on    the    ad- 
writer's  choice  of  adjectives.     Consider,   for  example,   the 
phrase    "velvet   smoothness";    the    word    velvet   here  con- 
veys as  much  to  the  mind  as  several  less  appropriate  adjec- 
tives would  convey.     The  same  principle  applies  to  words 


§3  COPY  FOR  ADVERTISEMENTS  23 

other  than  adjectives.  In  the  sentence,  "Weis  pruning 
shears  will  snip  a  broom  handle,"  the  word  snip  conveys 
the  impression  that  the  shears  will  cut  a  broom  handle  as 
ordinary  scissors  would  clip  a  thread;  substitute  sever  or  cut 
and  the  sentence  is  not  nearly  so  strong. 

24.  When  reading  over  copy  for  an  advertisement,  it  is 
always    a    good   idea   to  note  whether  the  same  word  or 
expression  has  been  used  two  or  more  times  in  close  prox- 
imity; whether  the  various  words  and  phrases  convey  the 
right  shade  of  meaning;    whether  the  proper  adjective  is 
used  with  the  noun  it  modifies;  whether  a  single  adjective 
can  be  found  that  will  convey  a  stronger  impression  than 
several  other  words;  etc.     It  is  natural  with  most  persons 
to  be  verbose.     Therefore,  most  beginners  will  use,  such 
expressions  as  smell  and  odor,  rough  and  coarse,  when  just 
one  of  the  descriptive  words  would  be  stronger. 

25.  The  ad-writer  will  find  it  profitable  to  read  carefully 
a  well-written  advertisement  such  as  is  shown  in  Fig.  1,  and 
then,  without  referring  to  it,  write  the  facts  and  arguments 
of  the  advertisement  in  his  own  language.     By  comparing 
his  completed  work  with  the  original  advertisement,  he  will 
see  wherein  he  has  failed  to  do  as  well  as  the  skilled  writer  in 
the   choice    of   words,   arrangement   of   ideas,   etc.     Single 
paragraphs  like  the  following  may  be  used  in  the  same  way: 

Nearly  every  man,  and  surely  every  woman  of  right 
instincts,  wants  a  home — a  cozy,  artistic,  substantial  home, 
amid  pleasant,  healthful  surroundings,  where  living  in  the 
right  sense  of  the  word  is  made  possible.  The  question, 
then,  of  first  importance  is,  "Where  shall  the  home  be?" 
Naturally,  the  best  place  is  where  the  home  will  always  be 
in  a  strict  residential  neighborhood,  protected  by  wise 
restrictions  that  insure  an  atmosphere  of  morality  and 
refinement, rand  where  the  purchase  of  property  is  sure  to 
prove  a  profitable  investment. 

For  just  these  reasons,  Woodland  Heights  appeals  to 
home-loving  people.  It  is  an  ideal  spot,  and  offers  the 
home  lover  who  needs  rest  and  quiet  after  a  busy  day,  a 
new  world  of  peace  and  healthfulness  where  he  can  absorb 
the  influence  of  nature's  beauties,  and  enjoy  the  real  com- 
forts of  life. 


24  COPY  FOR  ADVERTISEMENTS  §3 

But,  aside  from  the  "home  idea,"  Woodland  Heights 
offers  an  opportunity  for  the  investing  of  savings  in  real 
estate  that  is  not  only  safe  but  is  more  than  likely  to 
double  in  value  within  the  next  few  years. 

Just  a  little  more  than  a  year  ago  Woodland  Heights 
was  merely  a  fine  tract  of  land  of  about  one  hundred 
acres,  sandy,  well-drained,  and  partly  covered  with 
beautiful  trees.  Now,  it  is  a  perfect  site  for  homes — with 
broad,  well-graded  streets  bordered  with  cement  sidewalks 
and  curbing,  parkways  smoothly  leveled  and  adorned  with 
young  live  oaks  and  sycamores.  A  complete  water  system 
is  installed,  affording  perfect  water  supply  and  fire  pro- 
tection; and  the  Woodland  Heights  car  line  gives  a 
fifteen-minute  service. 

This  soap  produces  a  lather  that  differs  from  all  others. 
First,  in  body:  it  is  close  and  profuse.  Secondly,  in  lasting 
C[ualities:  it  holds  its  moisture  and  remains  on  the  face, 
thick  and  creamy,  without  the  drying  and  smarting  effects 
of  other  kinds. 

The  plan  just  described  is  the  one  that  Benjamin  Franklin 
followed  when  striving  to  improve  in  composition.  Persist- 
ent practice  is  sure  to  bring  improvement.  The  examples 
used  need  not  all  be  advertisements,  but,  in  any  case,  they 
should  be  selected  for  the  well-written  English  that  they 
contain. 

26.  Study  of  Human  Nature. — To  write  effective 
advertisements,  the  ad-writer  should  study  human  nature. 
Vanity  and  pride  in  personal  appearance  influence  those  who 
buy  clothing.  The  desire  for  comfort  and  ease  helps  the 
sale  of  hammocks,  easy  chairs,  etc.  The  universal  love  of 
money — the  desire  to  get  rich — assists  the  advertising  of 
investments.  Appeals  to  the  appetite  make  the  advertising 
of  foods  more  successful.  The  ad-writer  should  try  to  put 
himself  in  the  place  of  the  person  that  he  is  trying  to 
influence  through  the  advertisement.  He  should  try  to 
imagine  what  would  appeal  to  him  if  he  were  that  person 
and  in  that  person's  condition  or  circumstances. 

If  the  goods  are  to  be  sold  to  farmers,  he  should  study 
the  instincts  and  needs  of  farmers.  If  an  improved  plow  is 
to  be  advertised,  the  farmer  will  be  interested  in  knowing 


§3  COPY  FOR  ADVERTISEMENTS  25 

that  one  man  can  do  as  much  work  with  the  plow  as  two  men 
can  do  with  some  other  kind  of  plow,  because  the  labor 
question  is  an  important  problem  with  the  farmer.  He  will 
be  interested  in  knowing  that  the  improved  plow  can  be 
adjusted  so  that  it  will  plow  just  deep  enough  for  the  soil  of 
his  farm  and  not  too  deep;  that  it  is  strongly  built  and  not 
likely  to  be  broken  by  rocks  or  to  get  out  of  order  in  busy 
times;  and  so  on. 

Is  it  a  baby  food?  Then  the  advertisement  should  be  so 
written  that  it  will  appeal  to  mothers.  The  mother's  natural 
pride  in  the  health  and  appearance  of  her  child  and  her  mater- 
nal concern  for  its  general  welfare  must  be  studied  if  the 
ad-writer  desires  to  make  his  appeal  most  effective. 

The  ad-writer  should  not  imagine  that  other  people  will 
part  with  their  money  any  more  quickly  than  he  would  with 
his.  One  of  the  most  successful  department-store  adverti- 
sing managers  goes  out  in  the  store  among  customers  and 
listens  to  the  conversations  that  are  carried  on  between 
customers  and  clerks.  He  stands  in  front  of  the  show 
windows  and  takes  hints  from  the  remarks  of  those  who  stop 
to  look  in  the  windows.  He  studies  the  class  of  people  that 
come  to  the  store,  learns  what  appeals  to  them,  and  prepares 
his  copy  accordingly. 

While,  in  some  respects,  people  are  much  the  same  the 
world  over,  it  is  not  safe  to  assume  that  the  advertising  that 
is  effective  with  one  class  will  be  effective  with  another. 
Campaigns  that  were  successful  in  the  United  States  have 
had  to  be  modified  according  to  British  ideas  before  they 
brought  proper  results  in  Great  Britain. 

27.  Advertising  to  Women. — Probably  the  first  divi- 
sion of  customers  that  would  suggest  itself  would  be  that  of 
sex.  It  has  been  estimated  that  about  80  per  cent,  of  all  goods 
sold  are  purchased  by  women.  Yet  some  recent  investiga- 
tions show  that  the  opinions  of  men  enter  largely  into  many 
purchases  that  were  formerly  supposed  to  depend  entirely  on 
the  judgment  and  taste  of  women.  Nevertheless,  women  buy 
practically  everything  for  themselves,  nearly  all  things  for 


26  COPY  FOR  ADVERTISEMENTS  §3 

their  children,  many  things  for  the  men  of  the  family,  and 
their  opinions  control  to  a  greater  or  less  extent  the  purchasing 
of  all  the  household  supplies,  furniture  and  furnishings,  etc. 

Women  are  more  readily  influenced  through  advertising 
than  men,  for  they  are  more  easily  attracted  and  not  so  hard 
to  convince.  Also,  they  have  more  time  to  read,  consider, 
and  inquire,  and  have  learned  better  from  experience  that 
advertising  is  news,  that  it  keeps  them  informed  about  the 
latest  styles,  new  products,  etc.,  and  last,  but  by  no  means 
least,  that  it  gives  them  an  opportunity  to  save  money. 

Perhaps  the  most  important  thing  to  be  considered  in 
advertising  to  women  is  style.  Styles  in  nearly  everything 
are  constantly  changing,  and  most  women  like  to  keep  up 
with  these'  changes  as  much  as  possible.  Most  advertise- 
ments to  women,  particularly  of  wearables  of  any  sort,  should 
therefore  emphasize  style. 

A  second  point  is  women's  love  of  detail.  Almost  any 
information  about  an  article,  provided  it  is  not  something 
already  well  known,  will  be  read  with  interest.  For  this 
reason,  articles  for  women's  use  should  be  fully  described. 

A  third  consideration  is  that  women  have  finer  artistic 
taste  and  more  love  for  the  beautiful  than  men.  Not  only 
do  the  artistic  points  in  the  article  appeal  strongly  to  a 
woman,  but  every  feature  of  the  store  and  the  advertising 
makes  its  impression  to  the  esthetic  side  of  her  nature. 
Therefore,  in  advertising  wearing  apparel,  personal  and 
house  furnishings,  ornaments,  etc.,  such  points  as  artistic 
design,  color  schemes,  arrangement,  etc.  should  be  well 
emphasized.  Artistic  illustrations  and  display  appeal  to 
women  more  than  they  do  to  men. 

Domesticity  and  pride  in  one's  house  are  traits  that  are 
strong  in  women,  and  these  should  be  appealed  to  by  the 
ad-writer  whenever  opportunity  offers.  Every  woman  is 
interested  in  things  that  will  make  her  home  life  pleasanter 
or  easier  or  that  will  improve  the  appearance  of  the  house. 

l 

28.  Advertising  to  Men. — The  articles  that  must  be 
considered  with  special  reference  to  men  are  limited  to  such 


§3  COPY  FOR  ADVERTISEMENTS  27 

things  as  are  for  his  personal  use  or  are  connected  with  his 
business.  But  even  in  the  former  class,  women's  influence  is 
always  more  or  less  in  evidence.  Clothing,  for  example,  is 
often  bought  at  the  suggestion  or  with  the  advice  of  some 
woman,  or  to  make  a  good  impression  on  the  fair  sex. 
Other  things  for  personal  use,  such  as  cigars  and  tobacco, 
are  essentially  masculine  and  should  be  advertised  without 
special  reference  to  woman's  taste  and  prejudices,  with  the 
exception  that  it  is  inadvisable  to  use  anything  in  an  adver- 
tisement that  would  offend  a  woman  or  prejudice  her  against 
the  advertiser.  It  is  a  fact  that  many  women  read  adver- 
tisements intended  for  men  and  talk  them  over  with  husband 
or  brother. 

Men  have  many  of  the  traits  already  mentioned  as  being 
strong  in  women,  but  in  a  smaller  degree.  Style  and  appear- 
ance have  less  bearing  on  a  man's  purchases;  or,  rather, 
while  the  desire  for  style  may  be  as  strong  as  in  a  woman, 
the  style  must  be  supported  by  quality.  Some  men  have 
their  artistic  side  well  developed,  but  in  most  cases  to  a  far 
less  extent  than  in  women.  Strength  and  simplicity  appeal 
to  men  more  than  mere  artistic  value. 

Men  differ  from  women  in  that  they  have  less  regard  for 
details.  A  brief  description  that  covers  the  main  points 
fully  may  produce  better  results  than  the  full  description  that 
appeals  to  women.  If  the  main  points  of  an  article  are  satis- 
factory, the  details  frequently  get  slight  attention. 

Honesty  and  reasonableness  are  two  of  the  primary 
requisites  in  copy  for  men.  While  full  detail  is  important 
when  the  article  involves  much  money,  men  will  depend 
largely  on  the  reputation  of  the  advertiser  in  ordinary  pur- 
chases and  will  trade  regularly  with  the  advertiser  whose 
goods  always  come  up  to  his  advertisements. 

Reasonableness  is  an  essential,  because  men  are  not  easily 
influenced  by  exaggerated  statements.  They  are  more  likely 
to  regard  them  with  amusement  and  distrust — they  see 
through  them,  in  other  words. 

Novelty  often  appeals  strongly  to  men.  A  new  idea,  an 
old  idea  in  new  dress,  or  a  story  will  interest  a  man  more 


28  COPY  FOR  ADVERTISEMENTS  §  3 

readily  than  a  woman.  This  is  an  important  point  in 
connection  with  creating  and  maintaining  interest  in  an 
advertisement. 

Forceful  writing — "hammer-and-tongs"  style — often  ap- 
peals to  men,  where  it  might  fail  to  interest  or  might  even 
disgust  women.  Both  humor  and  the  free,  familiar  chatty 
style  of  copy  are  more  effective  with  men  than  with  women. 
At  the  same  time,  guard  against  the  natural  tendency  to  be 
too  "snappy"  or  clever,  for  this  style  makes  the  same 
impression  that  an  oversmart  salesman  does.  An  ounce  of 
earnestness  is  worth  a  pound  of  cleverness. 

29.'  Business  Advertisements  for  Men. — The  fore- 
going remarks  on  copy  for  men  apply  largely  to  goods  for 
personal  use.  Articles  used  in  a  business  way,  such  as  office 
supplies,  machinery,  and  tools  used  in  the  various  trades, 
are  usually  strictly  men's  goods,  and  woman's  influence  with 
regard  to  them  is  wholly  or  to  a  large  extent  absent. 

In  copy  for  these  "business  goods"  very  little  attention 
need  be  paid  to  the  personal  tastes  of  the  consumer.  The 
main  point  is  to  convince  him  that  the  article  advertised  will 
be  of  practical  value  in  his  business.  The  description  of  the 
goods  may  be  lengthy,  provided  it  is  necessary  for  a  clear 
understanding.  Also,  extended  arguments  may  be  used  if 
they  are  logically  presented.  Anything  that  has  a  bearing 
on  a  man's  business  has  an  actual  dollars-and-cents  value,  and 
it  will  be  carefully  studied  if  proper  interest  is  aroused.  It 
should  be  remembered,  however,  that  a  business  man's  time 
is  valuable,  and  copy  should  therefore  be  concise. 


CATCH  PHRASES 

30.  Forms  of  Catch  Phrases. — The  purpose  of  a 
catch  phrase  is  to  put  an  idea  into  words  in  such  an 
unusual,  pithy,  or  concise  way  that  the  phrase  will  have 
indelibility;  that  is,  will  be  retained  in  the  public  mind  and 
always  be  associated  with  the  article  or  business  to  which 
it  refers. 


§3  COPY  FOR  ADVERTISEMENTS  29 

Some  catch  phrases  depend  on  alliteration;  as,  "The  Rye 
to  Buy."  Others  are  plays  on  words;  as,  "Top  Coats — 
Bottom  Prices."  Another  form  is  an  adaptation  of  some 
old  saying,  or  adage,  that  is  known  to  every  one;  as,  for 
example,  "A  Hair  on  the  Head  is  Worth  Two  in  the  Brush." 
In  many  cases  the  phrase  is  merely  a  brief  but  pointed 
statement  or  question;  as,  "See  that  Hump?"  "It  Floats," 
"Good  morning,  have  you  used  Pears'  Soap?" 

The  more  inclusive  a  catch  phrase  is  made,  either  with 
reference  to  the  article  or  to  the  proposition  in  general,  the 
more  effective  will  be  the  phrase.  "It's  all  in  the  Shreds," 
used  by  the  manufacturers  of  Shredded  Wheat  Biscuit,  is 
strictly  true  and  gives  their  entire  argument  in  five  words. 
Their  claim  is  that  not  only  is  all  the  wheat  in  the  biscuit 
but  also  that  the  shredded  form  is  responsible  for  the  ease 
with  which  the  product  is  digested. 

31.  Trade-Mark  Value  of  Catch  Phrases. — A  catch 
phrase  persistently  used  comes  to  possess  value  as  a  trade 
mark,  and  for  this  reason  is  more  frequently  met  in  general 
advertising  than  any  other  form.  In  fact,  some  general 
advertisements  consist  of  a  catch  phrase  alone.  The  phrase 
not  only  serves  to  identify  the  goods,  but  if  properly  used 
will  identify  the  advertisements  and  also  act  as  a  connecting 
link  between  advertisements  in  different  kinds  of  mediums. 
The  cumulative  effect  of  such  a  phrase  is  of  great  impor- 
tance. A  person  may  see  an  advertisement  one  day  and 
then  not  see  it  again  for  a  week  or  a  month;  but  if  the  catch 
phrase  is  such  that  it  clings  to  his  memory,  he  will  at  once 
recognize  that  the  article  is  not  a  stranger.  If  the  phrase  is 
first  seen  on  a  bill  board  and  later  in  a  magazine  or  a  news- 
paper, the  reader  at  once  connects  the  two  in  his  mind.  In 
both  cases,  one  advertisement  reinforces  the  impression  of 
the  other. 

Mail-order  manufacturers,  also  use  catch  phrases  for  prac- 
tically the  same  reasons  as  the  general  advertiser.  One 
mail-order  firm,  for  example,  uses  the  phrase,  "A  Kalama- 
zoo  Direct  to  You."  This  phrase  clearly  shows  the  nature 


30  COPY  FOR  ADVERTISEMENTS  §  3 

of  the  proposition  by  "direct  to  you,"  while  at  the  same 
time  the  oddness  of  "Kalamazoo,"  the  alliteration  of  "zoo" 
and  "you"  and  the  rhythm  of  the  words  make  it  almost 
impossible  to  forget  the  phrase. 

'  32.  Retail  Catch.  Phrase. — In  retail  advertising,  the 
catch-phrase  idea  is  usually  applied  to  the  store  or  to  the 
method  of  doing  business.  Samples  of  retail  catch  phrases 
are,  "On  the  Square,"  used  by  a  dealer  situated  on  the  main 
square  of  a  city  to  indicate  both  his  location  and  his  fair 
dealing;  "Credit  you?  Certainly,"  used  by  a  concern  sell- 
ing on  credit;  "The  store  that  saves  you  money,"  suggest- 
ing uniform  low  prices;  "Serves  you  right,"  tfsed  by  a  res- 
taurant; "Newman,  the  Shoeman";  "When  in  doubt,  buy  of 
Osgood";  etc. 

33.  Catch-Phrase  Headings. — A  less  common  form 
of  catch  phrase  is  the  one  that  has  value  only  in  the  adver- 
tisement in  which  it  appears,  and  is  not  intended  to  become 
a  "trade-mark  phrase."  "Top  coats — bottom  prices"  is 
such  a  phrase.  Used  as  a  heading,  a  combination  like  this 
often  excites  more  interest  (and  hence  increases  the  likeli- 
hood of  the  advertisement  being  read)  than  would  a  more 
common  wording  like  "Top  coats  at  lowest  prices." 


§3  COPY  FOR  ADVERTISEMENTS  31 


COPY   SUMMARY 


ACTUAL  EXAMPLES  OF  CONSTRUCTING 
ADVERTISEMENTS 

34.  The  novice  in  the  advertising  business  will  undoubt- 
edly find  it  somewhat  difficult  to  assemble  his  ideas  pre- 
liminary to  writing  copy;  therefore,  the  following  copy 
summary  is  given  to  assist  him.  The  preparation  of  a 
similar  summary  should  be  a  preliminary  to  the  writing  of 
copy  for  any  advertisement,  at  least  until  such  time  as  the 
ad-writer  becomes  so  expert  that  he  can  readily  pick  out  and 
keep  in  mind  the  main  features  of  the  proposition. 

Before  writing  the  copy,  the  ad-writer  should  answer  the 
following  questions  to  his  own  satisfaction: 

1.  By  what  plan  is  the  article  or  service  to  be  sold?     (Is 
a  retailer  to  advertise  it?     Is  the  manufacturer  to  advertise 
to  create  a  demand  on  retailers?     Is  the  sale  to  be  made  by 
mail?  etc.) 

2.  What  class  of  prospective  customers  am  I  trying  to 
influence?     (Men  or  women?     City  people  or  country  people, 
or  both?     Well-to-do,  poor,  or  middle  class?  etc.) 

3.  What  are  the  tastes,  needs,  and  manner  of  reasoning 
of  these  people?     What  will  probably  be  their  objections  to 
buying,  and  how  may  these  objections  be  overcome? 

4.  In    what   medium    is    the    advertisement    to    appear? 
(Newspaper?     Magazine?     Street  car?     Bill  board?  etc.) 

5.  What  is  to  be  the  size  of  the  advertisement?     (Width? 
Depth?) 

6.  Shall  "season,"  current  event,  local  happening,  etc. 
be  used? 

7.  What  selling  points  of  the  article  and  what  features  of 
the  selling  plan  should  be  introduced?     That  is,  if  I  were  one 


32  COPY  FOR  ADVERTISEMENTS  §3 

of   these  prospective  customers,   what  would   interest  and 
influence  me? 

8.  What  heading  is  most  likely  to  attract  the  favorable 
attention    of    prospective    customers?     (Name    and    selling 
point  of  article?     Question,  suggestion,  or  command  about 
use,  need,  or  benefit?  etc.) 

9.  Would  illustration  strengthen  the  copy?     If  so,  what 
style  and  size  of  illustration  should  be  used? 

NOTE.— While  the  questions  about  the  size  of  the  advertisement  and 
about  illustration  are  important,  no  attempt  should  be  made  to  show 
size  until  the  Section  devoted  to  Layouts  has  been  studied  and  no 
attempt  should  be  made  to  show  illustrations  until  Advertisement 
Illustration  has  been  studied. 

10.  Shall  price  be  presented?     If  so,   how  shall   it    be 
presented?      (In  heading  or  near  the  end  of  the  advertise- 
ment?    Cash  or  instalment?  etc.) 

11.  Is  it  best  to  try  to  have  the  advertisement  complete 
the  sale,  or  should  this  be  left  to  a  salesman  or  to  a  catalog, 
booklet,  etc.?     If  the  advertisement  is  to  complete  the  sale, 
what  is  the  strongest  closing  point? 

After  writing  the  copy,  answer  this  question: 

12.  Is  the  copy  clear,  concise,  complete,  truthful,  inter- 
esting, logical,   convincing,  grammatical,   properly   spelled, 
properly  punctuated,  and  properly  paragraphed? 

When  satisfied  that  the  copy  is  as  good  as  can  be  made, 
read  it  to  some  friend,  if  possible.  By  so  doing  it  can  be 
learned  how  the  copy  will  appeal  to  others,  and  perhaps  minor 
weaknesses  that  have  been  overlooked  may  be  discovered. 


COPY    FOR    A    SAUSAGE    ADVERTISEMENT 

35.  In  order  to  show  clearly  the  application  of  the  fore- 
going instruction,  the  various  steps  in  preparing  copy  for  a 
retail-market  advertisement  of  sausage  will  be  described. 

In  General  Definitions,  ten  sources  of  information  with 
regard  to  the  selling  points  of  an  article  were  listed.  Of 
these,  six  can  be  used  in  the  present  case:  The  manufac- 
turer and  retailer  of  the  article  (one  and  the  same  person  in 


§3  COPY  FOR  ADVERTISEMENTS  33 

this  instance)  can  be  consulted;  probably  several  users  of 
the  article  are  known  to  the  ad-writer;  or  he  may  have  eaten 
this  make  of  sausage  himself;  investigation  into  the  methods 
of  manufacture,  nature  of  ingredients,  etc.  may  be  made;  and, 
lastly,  probably  any  obtainable  advertisements  and  booklets 
of  other  makers  of  sausage  would  prove  helpful. 

36.  Analysis  of  Sausage  Selling  Points. — Having 
obtained  from  the  available  sources  all  possible  informa- 
tion about  the  sausage,  the  next  thing  to  do  is  to  make 
a  careful  analysis  of  the  information.  Referring  to  the 
sheet  containing  the  Analysis  of  Selling  Points,  checking 
off  the  points  that  apply  to  this  sausage,  and  adding  addi- 
tional or  special  ones,  the  following  list  of  classified  points 
is  developed: 

Flavor. — Delicious  and  appetizing. 

Taste. — Tempting  and  spicy,  but  not  overseasoned;  fresh 
because  made  every  day. 

Quality. — Superior,  because  of  material  and  method  of 
manufacture. 

Material. — Best  selected  pork  is  used,  not  scraps,  and 
nothing  but  pork;  spices  used  for  seasoning  are  the  purest 
obtainable. 

Workmanship. — The  maker  of  this  sausage  follows  a 
receipt  that  he  has  used  for  20  years;  utmost  care  is  used 
throughout  entire  process  to  maintain  high  standard;  repu- 
tation of  sausage  and  maker  is  well  known  throughout  the 
county. 

Reliability. — Reputation  of  both  manufacturer  and  sausage 
is  a  guarantee  of  reliability. 

Purity. — Guaranteed  absolutely  pure  in  every  way;  no 
preservatives,  coloring,  or  adulterants  of  any  kind  used; 
"home  made"  on  the  premises,  which  are  kept  scrupulously 
clean;  clean,  careful  help;  always  glad  to  have  visitors  call 
for  inspection  at  any  time;  sausage  is  put  up  "in  the  case" 
and  "loose";  the  loose  sausage  is  packed  in  air-  and  dirt- 
proof  packages,  which  keep  it  fresh  and  clean. 

Price. — Same  as  for  ordinary  sausage. 

204—9 


34  COPY  FOR  ADVERTISEMENTS  §3 

Selling  Plan. — Case  or  loose  sausage  sold  in  1-pound 
packages  only;  mail  or  telephone  orders  accepted;  free 
delivery  anywhere  in  town;  six  daily  deliveries. 

37.     Copy  Summary  for  Sausage  Advertisements. 

The  Copy  Summary  should  now  be  made.     The  answer  to 
the  questions  in  Art.  34  would  be  about  like  this: 

1.  The  retailer,  who  is  in  this  case  also  the  manufacturer, 
is  to  advertise  the  sausage. 

2.  Housewives  of  the  great  middle  class. 

3.  Likely  to  be  interested  in  good  things  for  the  table, 
but  probably  already  buying  some  other  sausage  regularly. 
Advertising  will  have  to  emphasize  quality  strongly  in  order 
to  induce  them  to  change. 

4.  Newspaper. 

5.  About  3  or  3i  inches  deep;  two  columns  wide. 

6.  No. 

7.  It  is  evident  that  the  list  in  Art.  36  contains  unim- 
portant selling  points  and  those  which  may  belong  to  other 
makes  of  sausage.     The  following,  however,  belong  to  this 
sausage  alone,  or  if  to  other  sausages,  in  a  smaller  degree: 
Home  made;    strictly   pure    ingredients;   nothing   but   best 
selected  pork  and  spices;  always  fresh;  made  every  day  from 
receipt  used  for  20  years;  sealed  packages;  six  daily  deliveries. 

8.  Name  and  selling  point  of  the  article. 

9.  No  illustration  needed. 

10.  Price  should  be  given;  but  as  it  is  not  special,  its 
logical  place  is  near  the  end  of  the  advertisement. 

11.  It  is  best  to  have  the  advertisement  complete  sale,  if 
possible,  because  it  will  be  difficult  to  induce  prospective 
purchasers  to  come  to  the  store  to  see  the  sausage.    Mention 
of  free  delivery  six  times  a  day  and  a  suggestion  that  the 
reader  telephone  for  a  trial  pound  are  good  closing  points. 

12.  Question  12  can  be  answered,  of  course,  only  after 
copy  has  been  written. 

Fig.  8  shows  the  advertisement  as  set  up.  Note  that  the 
information  and  the  argument  have  been  reduced  to  a  few 
sentences. 


§3  COPY  FOR  ADVERTISEMENTS  35 

COPY  FOR  A  REFRIGERATOR  ADVERTISEMENT 

38.  As  another  example,  the  preparing  of  an  advertise- 
ment of  the  Elaine  refrigerator,  for  sale  by  a  local  hardware 
store,  will  be  described.  It  is  assumed  that  the  ad-writer  has 
little  knowledge  of  refrigerators  in  general  and  no  knowledge 
of  this  particular  refrigerator.  The  necessary  information 
may  be  obtained  as  follows: 

Our  Home-Made 
PorK  Sausage 

is  the  most  delicious  you  ever  tasted.  No  more  like 
the  packing-house  article  than  chalk  is  like  cheese. 
Has  the  true  home-made  flavor,  and  contains  nothing 
but  selected  fresh  pork  (no  scraps)  and  purest  spices. 
Not  overseasoned;  just  right.  Always  fresh;  we  make 
it  up  every  day,  just  as  we  have  for  20  years.  Our 
clean  kitchen  is  open  to  visitors.  Cobb's  Sausage 
costs  no  more  than  others.  In  the  case,  or  1  ff?^ 
loose,  in  1-pound  sealed  packages,  per  pound  ^-^  V* 

Six  deliveries  daily.     Telephone  us 
to  leave    you    a.    trial    pound    today 

Cobb  (£L  Co.,  4O1  Palfry 

Telephone,  20  Main 


FIG.  8 

1.  From  the  manufacturer's  catalog,  of  which  the  dealer 
would  probably  have  a  copy;  or  the  catalog  could  be  obtained 
from  the  manufacturer. 

2.  If  the   ad-writer  could  talk  with  the  manufacturer's 
traveling  salesman,  he  could  also  get  information,  but  as  the 
salesman's  visits  would  be  infrequent  this  source  could  be 
used  only  in  special  instances. 


30  -  COPY  FOR  ADVERTISEMENTS  §  3 

3.  From  the  dealer  himself,  who  also  would  act  as  buyer 
of  his  stock,  except  in  the  largest  stores. 

4.  Local  purchasers  of  the  refrigerator  could  be  inter- 
viewed. 

5.  The   ad-writer  should  also   examine  the  refrigerator 
carefully  with  a  view  to  discerning  selling  points  that  might 
otherwise  be  overlooked. 

6.  A    study  of    advertisements,   catalogs,   etc.   of   other 
refrigerators  might  suggest  some  points  of  value. 

39.  Refrigerator  Analysis. — A  careful  application 
of  the  Analysis  of  Selling  Points  suggests  the  following 
points: 

Appearance. — The  refrigerator  is  a  new  model  of  substan- 
tial, attractive  appearance.  The  hardwood  used  is  handsome, 
natural,  dull-wax  finish. 

Size. — Three  sizes. 

Quality.— High. 

Material. — High-grade  hardwoods,  best  that  money  can 
buy.  Porcelain  one-piece  linings  that  cannot  break,  crack, 
discolor,  chip,  craze,  or  absorb  moisture.  Strong  castors. 
Smooth  and  easily  washed. 

Workmanship. — Refrigerators  are  faultlessly  finished;  per- 
fect cabinetwork.  One-piece  linings  made  by  patent  process. 
No  other  manufacturer  can  duplicate  them.  Manufacturer 
has  had  10  years'  experience  in  making  these  refrigerators. 

Durability. — Will  last  a  lifetime;  will  outwear  several  cheap 
refrigerators. 

Health  fulness. — Absolute  safety  from  disease  germs  of  all 
kinds.  No  lurking  place  for  decaying  food,  because  of  one- 
piece  construction  of  linings.  Perfectly  dry  atmosphere  all 
the  time. 

Reliability. — Guaranteed;  free  trial  offer  enables  purchaser 
to  verify  every  statement  made  by  advertiser;  indorsements 
— can  refer  to  several  satisfied  purchasers  in  this  town;  in 
use  for  10  .years  without  a  single  case  of  dissatisfaction; 
thousands  in  use. 

Utility.— Used  daily. 


§3  COPY  FOR  ADVERTISEMENTS  37 

Economy. — Saves  work  because  easily  cleaned;  saves 
money  because  it  saves  ice;  saves  health  and  doctor's 
bills  because  it  keeps  food  in  perfect  condition;  saves 
worry. 

Price. — Reasonable:  special  for  next  60  days  in  order  to 
introduce  locally;  will  be  advanced  at  end  of  that  time. 

Selling  Plan. — Sold  on  30  days'  trial;  money  refunded  if 
refrigerator  has  proved  unsatisfactory  at  end  of  that  period; 
instalment  plan  if  desired. 

Additional  Point. — The  refrigerator  is  odorless  owing  to  a 
proper  circulation  of  dry  air. 

40.  Refrigerator  Copy  Summary. — The  answers  to 
the  questions  in  the  Copy  Summary  are: 

1.  Retailer  is  to  advertise  the  article. 

2.  Housewives  almost  entirely.     Some  husbands  might 
be  interested  in  article,  but  they  probably  would  not  have 
time  to  investigate.     As  this  refrigerator  sells  for  a  good 
price,  poor  people  could  hardly  afford  it.     All  other  house- 
keepers  could   be    regarded    as   possible   customers.      The 
hardware  dealer  is  in  a  fair-sized  town,  where  people  are 
accustomed    to    buying    through    advertising    and    respond 
readily  to  good  advertising. 

3.  These  prospective  customers  will  probably  look  favor- 
ably on  a  refrigerator  of  this  class;  that  is,  most  housekeepers 
that  do  not  own  so  good  a  refrigerator  would  probably  like 
to  own  one.    The  obstacles  in  the  way  of  the  sale  will  be  the 
fact  that  many  of  these  housekeepers  will  have  an  old  or 
cheaper  refrigerator.     The  comparatively  high  price  of  the 
Elaine  will  be  an  objection  to  overcome  with  a  great  many. 
The  best  way  to  overcome  the  objection  is  to  emphasize  the 
necessity  of  a  healthful  refrigerator  and  the  high  quality  of 
the  Elaine. 

4.  Newspaper. 

5.  From  6  to  7  inches  deep;  two  columns  wide. 

6.  Yes.     Typhoid  epidemic  in  city.     This  fact  may  be 
used  to  emphasize  the  urgent  need  of  a  germ-proof  refrig- 
erator. 


38  COPY  FOR  ADVERTISEMENTS  §  3 

7.  The  following  points  apply  to  this  refrigerator  alone, 
or  apply  to  this  refrigerator  to  a  larger  degree  than  to  any 
other: 

Safety. — Germ-proof,  owing  to  construction  of  food  com- 
partments. These  are  made  of  solid  porcelain  without  joints 
of  any  kind  to  afford  lurking  places  for  decaying  food. 
(Typhoid  sometimes  originates  in  just  such  places.) 

Material. — This  porcelain  cannot  chip,  craze,  break,  dis- 
color, or  absorb  moisture.  These  last  selling  points  are 
claimed  for  other  porcelain-lined  refrigerators,  but  usually 
cannot  be  substantiated  owing  to  the  inferior  grade  of 
porcelain  used,  which  sooner  or  later  becomes  imperfect. 
Elaine  porcelain  is  made  by  secret  patented  process  and  is 
guaranteed  to  remain  perfect  for  a  lifetime.  The  surface  of 
the  porcelain  has  an  unusually  high  glaze;  hence,  refrigerator 
can  be  cleaned  more  easily  than  any  other. 

Saves  Money. — Porcelain  is  very  thick  and  naturally  stays 
cold.  This  saves  ice;  hence  money. 

Circulation  of  Air. — Refrigerator  is  so  designed  that  there 
is  constant  circulation  of  dry  air.  This  dryness  prevents 
food  from  deteriorating.  This  claim  is  made  for  other 
refrigerators,  but  the  Elaine  circulation  is  superior. 

This  germ-proof  idea,  together  with  the  fine  material, 
workmanship,  and  appearance  should  make  a  favorable 
impression  on  readers. 

8.  Name  of  article  combined  with  the  germ-proof  selling 
point. 

9.  Yes.     An    attractive    illustration    of    the   refrigerator 
that  showed  its  good  points  would  make  the  advertisement 
not  only  more  attractive  but  more  convincing.     An  illustra- 
tion 2|  or  3  inches  deep  would  be  large  enough. 

NOTE.— While  an  illustration  would  improve  the  refrigerator  adver- 
tisement, until  Advertisement  Illustration  is  studied  most  of  the 
examples  will  be  all-type  advertisements. 

10.  Price  should  be  quoted  in  the  latter  part  of  the  body 
matter. 

11.  As  the  refrigerator  is  on  sale  in  the  local  retail  store 
it  is  not  practicable  to  try  to  make  the  advertisement  com- 


§3  COPY  FOR  ADVERTISEMENTS  39 

plete  the  sale.  The  offer  of  a  free  trial  for  30  days  and  to 
refund  money  in  case  the  purchaser  is  dissatisfied,  together 
with  preceding  information  and  argument,  should  be  suffi- 
cient to  bring  prospective  customers  to  the  store,  where  the 
sale  may  be  completed  by  a  salesman. 

12.  After  the  copy  was  written,  question  12  was  carefully 
considered  and  answered  in  the  affirmative. 

Fig.  9  shows  this  advertisement  as  it  appears  when  set  up 
in  type.  It  is  not  practicable  to  try  to  include  in  one  adver- 
tisement all  the  points  brought  out  in  Art.  39.  Some  of 
the  good  points  that  are  omitted  could  be  incorporated  in 
other  Elaine  Refrigerator  advertisements. 


COPY  FOR  VARIOUS  ADVERTISEMENTS 

41.  In  showing  the  construction  of  the  sausage  and  the 
refrigerator  advertisements,  the  uses  of  the  Analysis  of  Sell- 
ing  Points    and    the    Copy    Summary    were    explained    and 
demonstrated  in  detail.     A  sheet  containing  the  Analysis  of 
Selling  Points  and  the  Copy  Summary  is  furnished  for  each 
advertisement  to  be  written.     Throughout  this  Course  it  is 
expected  and  required  that  the   selling  points  of  the  com- 
modity to  be  advertised  shall  be  checked  off  on  the  list,  that 
the  additional  or  special  selling  points  shall  be  written  down, 
and  that  the  ad-writer  will  ask  himself  the  questions  of  the 
Copy  Summary  and  thus  assure  himself  that  his  advertise- 
ment is  the  most  effective  that  he  can  prepare  before  send- 
ing his  work  for  criticism. 

42.  Naturally,  there  will  come  a  time  when  the  mind 
will  be  so  trained  that  this  discovering  of  the  selling  points 
will    be    done    almost    instinctively,    and    when    it    will    be 
unnecessary  to  check  off  the  selling  points  on  the  back  of 
the  chart  before  writing  an  advertisement;  and  in  due  time 
the  ad-\vriter  will  be  able  to  see  that  his  copy  is  just  what  it 
should  be  without  being  obliged  actually  to  ask  himself  all 
the  questions  of  the  Copy  Summary.     This  facility  is  some- 
thing that  is  possessed  only  by  expert,  experienced  writers, 


The  Only  Germ-Proof  Refrigerator 

You're  boiling  all  water,  of  course,  but  haven't  you  over- 
looked the  fact  that  there  is  another  source  of  typhoid  troubles 
— the  refrigerator?  The  ordinary  refrigerator  is  full  of  typhoid 
breeding  places — joints,  cracks,  crevices — where  decaying  food 
lodges. 

Take  no  risks;  protect  your  family  by  buying  a  Elaine,  the 
only  germ-proof  refrigerator.  Its  pure  white,  highly  glazed 
lining  is  one  solid  piece,  no  joints,  no  crevices,  and  all  corners 
are  rounded.  There  is  absolutely  no  place  in 

THE  BLAINE 

where  decaying  food  can  lodge.  And  better  still,  there  never 
can  be;  Elaine  porcelain  cannot  break,  crack,  chip,  craze,  or 
discolor  in  any  way.  The  patented  manufacturing  process  is 
the  reason;  absolute  safety  the  result. 

The  Blaine  is  made  by  the  well-known  Elaine  Manufactur- 
ing Co.,  of  Boston,  Mass.,  and  sold  under  a  positive  guarantee 
to  refund  money  if  ordinary,  careful  use  develops  any  defect 
within  10  years.  No  other  refrigerator  dares  give  such  a 
guarantee.  The  Blaine  is  built  of  the  finest  thoroughly  sea- 
soned white  oak,  wax  finished  in  the  natural  color.  Improved 
model,  the  result  of  10  years'  experience  in  making  refriger- 
ators. 

To  introduce  the  Blaine,  until  June  1  we  will  sell  it  at  a 
reduced  price,  and  on  30  days'  trial.  Your  money  back — if  you 
want  it — and  no  questions  asked.  Three  different  sizes  in  our 
stock. 

Blaine  No.  61:  two  food  compartments,  four 
shelves;  front  opening,  100-pound  ice  box; 
regular  price,  $25.  For  next  60  days, 


'  $20.50 


Rowe,  Robinson  &  Smith 


Sole  Agents  for 
Suffolk  County 


249  Massachusetts  Avenue 


§  3  COPY  FOR  ADVERTISEMENTS  41 

however,  and  throughout  this  entire  Course  the  Analysis  of 
Selling  Points  and  the  Copy  Summary  should  be  used  in 
preparing  the  advertisements. 

In  the  other  demonstrations  of  copy  writing  that  follow, 
the  process  of  finding  the  selling  points  and  of  answering 
the  questions  of  the  Copy  Summary  will  not  be  given  in  the 
detail  that  they  were  in  the  construction  of  the  sausage  and 
refrigerator  advertisements;  but  it  should  be  understood 
that  these  processes  are  followed  in  the  construction  of  all 
the  advertisements  shown  in  this  Section  as  specimens  of 
good  copy. 

43.  Copy  for  a  Soap  Advertisement. — Soap  is  an 
article  of  common  use,  and  unless  the  particular  soap  that 
is  to  be  advertised  has  some  qualities .  not  found  in  any 
other  soap,  there  is  no  need  to  fill  space  with  arguments 
to  the  effect  that  people  should  use  soap.  If  a  shampoo 
soap  that  is  a  cure  or  a  partial  cure  for  dandruff  is  to  be 
advertised,  then  it  would  be  well  to  begin  with  something 
that  will  induce  persons  that  are  annoyed  with  dandruff  to 
use  this  soap  for,  the  trouble.  But  if  the  soap  is  designed 
for  ordinary  toilet  use,  the  entire  information  and  argument 
should  be  devoted  to  showing  merely  that  this  particular 
soap  is  superior,  or  superior  at  its  price,  to  any  other  soap 
on  the  market.  If  there  are  special  uses  in  which  it  sur- 
passes most  other  soaps,  then  the  most  should  be  made  of 
this  point.  For  instance,  in  their  advertisements,  the  adver- 
tisers of  Ivory  soap  have  pointed  out  the  superiority  of 
Ivory  for  the  washing  of  lace  curtains,  blankets,  ostrich 
feathers,  etc.  All  of  this  is  decidedly  educational  and  is 
good  advertising. 

Resinol  soap,  according  to  the  claims  of  the  makers,  is 
made  up  of  (1)  oils  that  nourish  the  skin;  (2)  resinol,  an 
agreeable,  healing  emollient;  and  (3)  suets  of  the  best 
quality.  The  statement  is  made  that  Resinol  soap  not  only 
does  all  that  other  soaps  do,  so  far  as  its  cleansing  qualities 
are  concerned,  but  does  a  great  deal  for  the  skin  that  other 
soaps  do  not  do — that  it  stimulates  a  healthy  action  in  the 


42  COPY  FOR  ADVERTISEMENTS  §3 

skin,  is  the  proper  food  for  the  "invalid  skin,"  so  to  speak, 
and  that  it  has  a  cooling,  pleasant  effect. 

The  price  of  Resinol  soap  being  25  cents  a  cake,  it  is 
obvious  that  a  great  deal  of  space  should  not  be  given  to 
its  ordinary  cleansing  qualities,  however  good  they  may  be, 
for  the  public  can  buy  other  soaps  much  cheaper  that  will 
answer  for  toilet  purposes.  Unusual  features — the  individual 
selling  points — must  be  the  principal  selling  points.  The 
claim  that  Resinol  soap  does  something  for  the  skin  that 
other  soaps  cannot  do  must  be  proved  in  order  to  induce 
buyers  to  pay  25  cents;  and  it  must  be  shown  that  instead  of 
the  price  being  high,  it  is  really  low  for  a  soap  of  the  quality 
of  Resinol.  As  the  soap  belongs  in  the  medical  class,  it  is 
better  sold  through  drug  stores  than  through  grocers,  and 
in  order  to  create  a  demand  on  the  druggists  and  induce 
them  to  handle  the  soap,  the  admonition  of  the  advertise- 
ment should  be  "Get  it  at  your  Druggist's"  or  words  to 
that  effect.  In  order  that  the  force  of  the  advertisement 
may  not  be  lost,  the  direct-command  style  of  admonition 
may  be  used.  Carrying  out  these  ideas,  the  advertisement 
shown  in  Fig.  10  is  produced. 

44.  Copy  for  a  Hand-Numbering-Machine  Adver- 
tisement.— While  thousands  of  business  offices  use  hand 
numbering  machines,  the  person  at  whom  an  advertisement 
for  an  article  of  this  kind  should  be  directed  is  the  man  that 
has  not  yet  learned  the  use  of  one — that  does  not  appreciate 
the  time  it  saves  or  the  quality  of  work  it  does.  The  man 
that  does  not  know  the  value  of  a  hand  numbering  machine 
will  not  buy  one  merely  from  reading  a  description  of  it. 
From  mere  descriptive  advertising,  he  may  in  time  get  a 
general  impression  that  the  particular  machine  advertised  is 
a  good  one,  but  unless  for  some  other  reason,  such  as  a 
certain  need  in  his  business  or  seeing  an  acquaintance  use 
the  machine,  he  concludes  to  buy,  a  mere  description  will 
not  be  sufficient  for  effective  advertising. 

Therefore,  the  mission  of  an  advertisement  for  a  machine 
like  the  Bates  hand  numbering  machine  should  be  twofold: 


A  Peculiar  Soap 

Brings  Health  and 
Beauty  to  the  Skin 

RESINOL  SOAP  is  a  peculiar  soap.  It 
is  totally  unlike  any  other  soap. 

It  is  not  mere  soap.  It  is  a  scientific  com- 
bination of  gentle  skin-feeding  oils,  selected 
suets,  and  RESINOL — the  most  balmy,  cool- 
ing, healing,  and  effective  skin  emollient 
known  to  medical  science. 

RESINOL  SOAP  is  a  wonderful  soap.  It 
produces  wonderful  results.  It  gives  in  com- 
pressed and  durable  form  all  the  best  factors 
that  count  for  skin  beauty,  skin  transparency, 
skin  stimulation,  skin  health.  Thirty  days' 
use  of  RESINOL  SOAP  will  work  such 
changes  in  a  sickly  skin  that  it  will  find  a 
permanent  place  on  your  toilet  table.  It  is 
the  ideal  skin  Soap — cooling,  healing,  nour- 
ishing— a  veritable  blessing  to  a  parched  skin. 

Go  to  your  druggist's  today  and  ask  for  a 
cake  of  RESINOL  Soap.  It  costs  only  25 
Cents. 

Buy  a  cake.     Try  it. 

Watch  the  Results 


FIG.  10 


44  COPY  FOR  ADVERTISEMENTS  §3 

first,  to  convince  business  men  that  it  is  to  their  interest  to 
use  a  numbering  machine — that  the  numbering  of  orders, 
index  cards,  statements,  etc.  is  a  time-  and  trouble-saving 
practice;  and,  second,  that  the  Bates  machine  is  the  best  in 
the  market.  The  uses  of  a  numbering  machine  are  so 
various  that  all  cannot  be  mentioned  in  the  advertisement; 
but  a  few  may  be  given,  and  these  will  suggest  others  to  the 
mind  of  the  reader.  Furthermore,  a  booklet  may  be  offered 
that  will  give  the  particular  uses  of  the  machine  in  various 
lines  of  business.  It  is  not  desired  to  make  direct  sales,  but 
to  send  the  reader  to  his  regular  dealer.  Having  obtained 
these  points  from  the  use  of  the  Analysis  of  Selling  Points 
and  the  Copy  Summary,  the  advertisement  shown  in  Fig.  11 
was  prepared.  The  copy  originally  occupied  half  of  a 
magazine  page,  and  was  8  inches  deep. 

45.  Copy    for    a    Waist-Sale    Advertisement. — In 

writing  an  advertisement  for  the  purpose  of  selling  a  large 
assortment  of  women's  waists,  the  space  that  can  be  given 
to  each  article  is  necessarily  small.  There  is  great  differ- 
ence in  tastes  to  be  considered  and  there  are  many  pocket- 
books  to  be  suited.  Consequently,  one  or  two  sentences 
dealing  with  the  chief  points  of  description  and  the  strongest 
selling  arguments  are  all  that  can  be  devoted  to  one  article. 
An  advertisement  of  this  kind  for  a  store  that  has  for  its 
patrons  the  great  middle  class  is  almost  worthless  unless  it 
gives  prices.  Quality,  terse  descriptions  of  the  "style,  and 
price  should  be  the  leading  selling  points.  A  short  introduc- 
tion is  also  appropriate  in  an  advertisement  of  this  kind.  The 
result  of  using  the  Analysis  of  Selling  Points  and  the  Copy 
Summary  is  shown  in  the  advertisement  reproduced  in  Fig.  12. 

46.  Copy    for    a    Real-Estate    Advertisement. — A 

great  many  suburban  lots  are  bought  as  locations  for  homes 
and  a  great  many  more  are  bought  as  investments.  Lots 
may  be  advertised  either  way,  or  both  arguments  may  be 
introduced.  Then,  the  idea  of  safety  may  be  brought  out; 
that  is,  the  fact  that  real  estate  bought  at  a  reasonable  price 
cannot  depreciate  like  many  other  forms  of  investment. 


Numerical  Systems 
Save  Money 

The  use  of  numbers  will  simplify  your 
records  and  make  them  absolutely  accu- 
rate. You  should  number  every  order 
and  keep  a  numbered  carbon  duplicate. 
Every  requisition,  cost  ticket,  statement, 
check,  prescription,  ledger  card,  etc., 
should  have  a  number.  A  Bates  Num- 
bering Machine  will  do  all  this  work  in 
half  the  time  and  at  half  the  expense 
required  by  any  other  method. 


The 
Bates 

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§3  COPY  FOR  ADVERTISEMENTS  47 

If  the  lots  are  to  be  advertised  as  an  investment,  the  facts 
as  to  why  the  price  is  likely  to  advance  should  be  brought 
out  clearly.  There  are  so  many  "fake"  investments  adver- 
tised that  the  average  person  is  not  likely  to  put  money  into 
anything  unless  he  is  thoroughly  convinced  that  it  will  be  a 
profitable  venture.  Building  operations,  the  trend  of  the 
city  in  the  direction  of  the  property,  transportation  facilities 
and  the  contemplated  improvements  in  them,  sewerage, 
pavements,  water,  schools,  churches,  and  all  other  features 
likely  to  attract  home  builders  are  important  points.  The 
fact  that  the  lots  may  be  bought  with  a  small  cash  payment, 
with  the  balance  payable  in  small  monthly  instalments,  is  a 
good  selling  point.  Title  is  an  important  consideration;  and 
if  the  title  will  be  guaranteed  by  the  leading  title  company 
of  the  city,  another  strong  selling  point  is  scored.  The 
favorite  and  best  admonition  to  the  reader  is  to  "come  and 
see  the  property."  Some  real-estate  companies  offer  to  pay 
the  car  fare  of  all  visitors. 

There  are  not  many  points  in  the  Analysis  of  Selling 
Points  that  apply  to  a  subject  like  this,  but  the  principle  of 
the  analysis  may  be  carried  out.  An  exhaustive  study  of  the 
thing  to  be  advertised  will  uncover  many  strong  facts  and 
arguments.  After  analyzing  a  suburban  real-estate  prop- 
osition and  applying  the  Copy-Summary  questions,  the 
advertisement  shown  in  Fig.  13  was  produced. 

47.  Advertisements  in  Series.  —  It  is  not  always 
advisable  to  try  to  present  all  the  selling  points  of  a  com- 
modity in  one  advertisement.  If  the  article  is  of  such  a 
nature  that  the  consumer  must  be  gradually  educated  up  to 
using  it,  a  series  of  advertisements  may  be  prepared,  each 
advertisement  featuring  one  selling  point.  While  the  various 
advertisements  of  such  a  series  may  be  of  the  same  character, 
so  that  the  reader  will  recognize  the  connection,  each  may 
be  complete  in  itself.  The  sausage  advertisement  in  Fig.  8, 
for  example,  does  not  include  all  of  the  selling  points  of 
the  commodity;  nor  does  the  refrigerator  advertisement 
shown  in  Fig.  9. 


T*^e  iSteaming-Room 
Man-i 


48 


§3  COPY  FOR  ADVERTISEMENTS  49 

Fig.  14  illustrates  how  this  idea  of  a  series  of  advertise- 
ments may  be  carried  out  in  telling  a  factory  story.  These 
advertisements  appeared  in  a  trade  paper  and  attracted  much 
favorable  attention.  Only  five  of  the  advertisements  are 
shown  here;  there  were  ten  in  the  series. 

Even  when  there  are  not  a  great  many  selling  points,  it 
is  best  in  most  classes  of  advertising  to  change  the  adver- 
tisement from  time  to  time,  lest  it  become  monotonous 
to  readers.  This  is  particularly  true  in  retail  advertising 
because  the  advertiser  addresses  the  same  people  day  after 
day.  In  the  mail-order  business,  where  a  great  many  new 
readers  may  be  reached  with  additional  insertions,  an  effect- 
ive advertisement  may  be  used  for  some  time  without 
change.  Change  of  copy  does  not  mean  that  a  strong  idea 
must  be  abandoned.  The  idea  may  simply  be  presented  in  a 
different  way.  There  have  been  dozens  of  interesting  adver- 
tisements prepared  for  a  well-known  safety  revolver  and  in 
all  of  them  the  principal  point  has  been  the  safety  device  of 
the  firearm. 

On  the  other  hand,  an  advertiser,  such  as  the  proprietor 
of  a  shoe  store,  may  find  it  profitable  to  exploit  on  one  day 
a  shoe  that  has  comfort  for  its  strong  point,  on  another  day 
a  shoe  that  has  style  as  its  chief  feature,  and  so  on.  What 
appeals  to  one  class  of  readers  does  not  always  appeal  to 
others;  "different  kinds  of  fish  are  caught  with  different 
kinds  of  bait." 

The  mistake  of  including  in  one  advertisement  a  general 
list  of  everything  is  common  among  retailers.  There  is  no 
need  for  this  listing  except  in  special  sales  and  in  adver- 
tising such  goods  as  groceries.  Judicious  advertising  of 
specialties  will  educate  the  public  up  to  believing  that  the 
advertiser  has  desirable  goods  of  many  kinds.  While  remem- 
bering that  some  advertisements  should  incorporate  all  the 
strong  points,  the  ad-writer  should  also  remember  that  others 
are  stronger  in  a  series  with  one  or  two  good  points  in  each 
advertisement.  To  include  too  much  in  one  advertisement 
or  to  have  one  tiresome  sentence  may  mean  losing  the 
reader's  attention  and  wasting  the  advertiser's  money. 

204—10 


CORRECT  AND  FAULTY  DICTION 


INTRODUCTION 

1.  A  man  may  become  a  successful  salesman  or  a 
successful  advertiser  in  gpite  of  the  fact  that  the  language 
he  uses  is  not  always  grammatically  correct,  but  he  will  labor 
under  a  disadvantage.  If  he  succeeds  it  will  be  because  he 
has  the  true  advertising  instinct  and  knows  by  intuition  or 
experience  what  facts  and  arguments  will  induce  people  to 
buy. 

The  ability  to  write  the  English  language  correctly  is  not 
alone  sufficient  to  make  one  a  successful  advertiser,  or  even 
an  effective  writer,  for,  as  has  been  emphasized  in  another 
Section,  good  ideas  are  more  important  than  correct  words. 
Nevertheless,  as  the  ad-writer  can  scarcely  afford  to  employ 
a  critic  to  correct  grammatical  errors,  and  as  he  is  never 
safe  in  leaving  mistakes  to  be  corrected  by  printers  and 
proof-readers,  it  follows  that  he  labors  under  a  great  dis- 
advantage if  he  is  unable  to  write  correct  English,  or  at 
least  English  that  contains  no  glaring  errors.  The  salesman 
that  says  "them  things"  for  "those  things"  may  be  pitied 
for  his  ignorance  or  his  slip  may  be  excused  on  the  ground 
of  carelessness  in  speaking,  but  the  ad-writer  that  makes 
such  an  error  cannot  be  excused,  for  his  mistake  may  be 
printed  and  will  be  noticed  by  thousands,  to  the  discredit  of 
the  advertiser.  It  may  be  safely  stated  that  no  advertiser 
cares  to  employ  a  man  that  cannot  write  grammatically.  A 
single  grammatical  error  in  a  letter  of  application  is  usually 
enough  to  debar  an  applicant  from  favorable  consideration. 

14 


2  CORRECT  AND  FAULTY  DICTION  §4 

Therefore,  students  of  advertising  that  are  poor  grammarians 
should  overcome  this  deficiency  before  undertaking  practical 
work.  Every  ad-writer  should  own  a  first-class  grammar, 
one  or  more  works  on  composition  and  rhetoric,  a  good 
dictionary,  a  volume  of  familiar  quotations,  and  a  com- 
prehensive book  of  synonyms,  and  he  should  refer  to 
them  constantly. 

2.  A  great  many  common  errors  are  made  merely 
through  carelessness  and  not  because  those  who  make  them 
are  ignorant  of  the  rules  of  grammar  or  of  differences  in  the 
meaning  of  words.  This  Section  does  not  take  the  place  of 
a  grammar,  but  it  deals  with  errors  that  are  most  common 
in  the  work  of  ad-writers,  in  correspondence,  and  in  conver- 
sation. Grammatical  terms  have  been  avoided  as  much  as 
possible  in  the  explanations.  If  the  beginner  has  any  diffi- 
culty in  understanding  the  terms  used,  he  should  refer  to 
his  dictionary  and  grammar.  It  is  not  expected  that  this 
entire  Section  will  be  mastered  at  once;  it  should  be  reviewed 
from  time  to  time  and  used  for  reference. 

Mastering  the  rules  of  grammar  and  the  principles  of 
composition  does  not  make  one  a  ready  writer.  There  are 
thousands  who  understand  the  rules  and  principles  of  cor- 
rect composition,  but  who  nevertheless  write  with  consider- 
able difficulty  or  express  themselves  in  a  commonplace  way. 
Grammar,  should,  therefore,  be  thought  of  as  a  measuring 
rod  that  is  to  be  applied  to  test  the  correctness  of  language, 
not  as  a  set  of  rules  which  one  should  think  of  in  writing. 

To  learn  to  write  well,  one  must  read  considerable  well- 
written  language;  must  seek  opportunities  to  talk  with  those 
who  use  good  language;  and  must  use  a  dictionary  and  a 
book  of  synonyms  faithfully.  The  practice  that  a  student 
of  advertising  gets  in  composing  copy  on  various  subjects 
and  in  having  his  language  criticized  freely  is  exceedingly 
helpful,  but  this  practice  will  be  more  helpful  if  the  fore- 
going suggestions  are  carried  out. 


CORRECT  AND  FAULTY  DICTION 


PRINCIPLES  GOVERNING  THE  POSSESS- 
IVE   CASE    AND    VARIOUS 
PARTS  OF  SPEECH 


THE  PRONOUN 


THE    PRONOUN    AND    ITS    ANTECEDENT 

3.  Agreement    in   Person,    Number,    and   Gender. 

So  far  as  possible,  (the  pronoun  must  agree  with  its  antece- 
dent in  person,  number,  and  gender.  In  the  following  the 
correct  pronouns  are  in  parentheses: 

Every  person  in  the  store  should  know  their  (say  his)  duty. 
His  form  had  not  yet  lost  all  his  (say  its)  youthful  grace. 

When  the  gender  of  the  antecedent  is  uncertain,  or  when 
it  includes  both  sexes,  if  a  singular  pronoun  is  required,  the 
masculine  forms  he,  his,  or  him  are  to  be  preferred  to  the 
double  he  or  she,  his  or  her,  etc. 

If  any  employe  wishes  to  leave,  he  (not  they)  will  please  give  some 
notice  of  his  (not  their)  intention. 

Usually,  however,  such  sentences  can  be  so  constructed  as 
to  include  both  sexes  more  clearly. 

Employes  wishing  to  leave  will  please  give  some  notice  of  their 
intention. 

4.  Antecedents  for  Collective  Nouns. — Use  that  (not 
who]  with  collective  nouns  that  refer  to  persons  as  a  group 
instead  of  as  individuals. 

The  family  that  (not  who)  came  to  the  store. 

He  instructed  and  fed  the  crowds  that  (not  who)  surrounded  him. 

5.  Place  of  the  Pronoun. — The  pronoun  should  be  so 
placed  that  there  can  be  no  mistake  as  to  its  antecedent. 


4  CORRECT  AND  FAULTY  DICTION  §  4 

Do  not  put  between  the  pronoun  and  its  antecedent  a  noun 
that  may  be  mistaken  for  the  antecedent. 

Jones  secured  me  a  good  place  in  Brown's  company  by  represent- 
ing that  he  and  I  had  been  college  friends.  Better,  Jones,  by  repre- 
senting that  he  and  I  had  been  college  friends,  secured  me  a  good 
place  in  Brown's  company. 

An  antique  clock  ticked  against  the  wall  which  was  beautifully 
decorated. 

Which  was  decorated,  the  clock  or  the  wall?  The  follow- 
ing revision  is  clear: 

A.n  antique  clock,  beautifully  decorated,  ticked  against  the  wall. 

6.  Confounding     of     Antecedents.  — The     pronoun 
should    so    agree    with  its   antecedent  as  to  represent  the 
same  idea  and  not  confound  a  name  with  the  thing  named. 

Boston  is  a  proper  noun,  which  distinguishes  it  from  other  cities. 
Say,  The  word  Boston  is  a  proper  noun  to  distinguish  the  city  of  that 
name  from  other  cities. 

7.  The   Relative    That. — The  relative   that  should,  in 
the  following  cases,  be  preferred  to  who,  whom,  or  which, 
unless  a  preposition  is  required  before  the  relative: 

1.  After    a    superlative    when    the    relative    clause    is 
restrictive. 

Saturday  is  the  earliest  date  that  (not  which)  will  suit. 

2.  After  the  adjective  same  with  a  restrictive  clause. 
.It  is  the  same  goods  that  we  offered  yesterday. 

3.  After  who  used  as  an  antecedent. 
Who  that  saw  him  failed  to  be  charmed? 

4.  After    two    or    more    antecedents    that   denote   both 
persons  and  things. 

He  spoke  of  the  men  and  the  sights  that  he  had  seen. 

5.  After  an  antecedent  unmodified  except  by  a  restrictive 
clause. 

Thoughts  that  breathe  and  words  that  burn. 

6.  After  an  antecedent  introduced  by  it. 
It  was  information  that  he  wanted,  not  argument. 
It  was  not  /  that  he  was  seeking. 


§4  CORRECT  AND  FAULTY  DICTION  5 

7.  After  only  and  all. 

He  was  the  only  writer  that  reached  the  required  standard. 

Avoid  all  expressions  that  are  used  commonly  by  other  advertisers. 

8.  After  a  negative. 

There  has  never  yet  been  a  writer  that  could  build  a  strong  adver- 
tisement when  he  had  no  material  but  smooth  sentences. 
He  wrote  on  no  subject  that  he  had  not  studied. 
Nothing  that  he  saw  pleased  him. 
None  that  deserved  praise  failed  to  receive  it. 

9.  Analogous  to  the  negatives  are  such  terms  as  scarce, 
scarcely,  merely,  hardly,  few,  rare,  seldom,  etc. 

Scarcely  a  day  passed  that  did  not  bring  orders. 
It  was  merely  a  passing  remark  that  he  uttered,  but  it  suggested 
the  chief  selling  point  of  the  campaign. 

There  was  hardly  an  applicant  that  could  speak  correctly. 

Few  that  tried  were  successful. 

Rare  was  the  day  that  saw  her  unemployed. 

Seldom  did  news  reach  us  that  was  true. 

8.  Connected  Relative  Clauses. — When  two  or  more 
connected  relative  clauses  have  a  similar  dependence  on  the 
antecedent,  the  same  pronoun  must  be  used  in  each  clause. 

Had  he  written  such  copy  as  that  he  wrote  for  the  Glenn  store,  or 
which  (better,  such  copy  as)  Myers  had  suggested,  etc. 

9.  The   Relative   and   Its   Governing    Preposition. 

The  relative  and  its  governing  preposition  should  not  be 
omitted  when  they  are  necessary  to  the  sense  of  the  sentence 
or  to  the  proper  connection  of  its  parts. 

He  is  still  in  the  situation  he  was  a  year  ago.  Better,  He  is  Still  in 
the  situation  in  which  he  was  a  year  ago. 

10.  Repeating  the   Noun. — If   a  pronoun    may  have 
any  one    of    several   possible    antecedents,    the    antecedent 
intended  should  be  repeated  or  the  construction  should  be 
changed. 

We  see  the  beautiful  variety  of  color  in  the  rainbow,  and  are  led  to 
consider  the  cause  of  it  (substitute  that  variety,  or  the  variety}. 

Several  adding-machine  salesmen  called,  and  each  gave  a  demon- 
stration of  his  machine.  We  liked  all  of  them.  (As  them  may  refer  to 
either  the  salesmen  or  the  machines,  the  noun  represented  by  them 
should  be  repeated.) 


6  CORRECT  AND  FAULTY  DICTION  §4 

11.  Place  of  the   Relative. — To    prevent    ambiguity, 
it  is  necessary  to  place  the  relative  as  near  to  its  antecedent 
as  possible. 

It  gives  a  meaning  to  words  which  they  would  not  have.  Better, 
It  gives  to  words  a  meaning  that  they  would  not  have. 

There  are  many  words  in  the  English  language  that  are  sometimes 
used  as  adjectives  and  sometimes  as  adverbs.  Better,  There  are  in 
the  English  language  many  words  that,  etc. 

12.  Adjectives  as  Antecedents. — An  adjective  should 
never  be  used  as  the  antecedent  of  a  pronoun. 

Be  attentive;  without  which  you  will  learn  nothing.  Better,  Be 
attentive;  for  without  attention  (or  otherwise}  you  will  learn  nothing. 

Some  men  are  too  ignorant  to  be  humble,  without  which  they  are 
unteachable  {for  without  which,  put  and  without  humility}. 

13.  Sentences  Used  as  Antecedents. — The  relative 
which  should  never  represent  an  assertion. 

The  manager  opposed  me,  which  was  anticipated.  Better,  As  was 
anticipated,  the  manager  opposed  me. 

14.  Repetition  of  the  Possessive  Pronouns. — The 

possessive  pronouns,  my,  thy,  his,  her,  its,  our,  your,  and 
their  should  be  repeated  as  often  as  the  sense  requires. 

The  city  of  Scranton  and  its  vicinity. 

The  husband,  his  wife,  and  their  children. 

Esau  thus  carelessly  threw  away  both  his  civil  and  his  religious 
inheritance. 

15.  Singular     Nouns     Distinguished. — When    two 
singular   antecedents    connected   by   and  are    emphatically 
distinguished,  both   the    pronoun    and   the  verb   should   be 
singular. 

The  good  man,  and  the  sinner  too,  has  his  (not  have  their}  reward. 
The  butler,  and  not  the  baker,  was  restored  to  his  office. 

16.  Antecedents  Preceded  by  Each,  Every,  or  No. 

When  two  or  more  antecedents  connected  by  and  are  pre- 
ceded by  each,  every,  or  no,  they  are  taken  separately  and  do 
not  require  a  plural  pronoun  or  verb. 

Every  plant  and  every  tree  produces  others  after  its  (not  their}  kind. 

Each  superintendent  and'each  clerk  was  ready  to  do  his  part. 

No  harsh  word  and  no  cruel  deed  ever  fails  to  react  in  some  way 
upon  its  author. 


§4  CORRECT  AND  FAULTY  DICTION  7 

17.  Antecedents  of  Different  Persons. — When  ante- 
cedents are  of  different  persons,  the  first  personal  pronoun 
is  preferred  to  the  second,  and  the  second  to  the  third. 

You,  he  and  /have  been  praised  for  our  good  letter-writing. 
You  and  John  have  forgotten  to  do  your  work. 
He  and  /  were  on  our  way  to  Chicago. 

18.  Antecedents  of  the  Same  Gender. — Ambiguity 
from  pronouns  that  refer  to  two  or  more  singular  antecedents 
of  the  same  gender  is  very  common. 

Henry  told  John  that  he  had  just  seen  his  father  leave  for  the  station 
with  his  wife. 

Here  it  is  impossible  to  know  whose  father  was  seen,  and 
by  whom,  or  whose  wife  accompanied. 

19.  Relative  With  No  Real  Antecedent. — A  relative 
pronoun  should  never  be  left  without  an  antecedent.     The 
antecedent  may  be  a  clause,  but  when  this  is  the  case  the 
clause  must  have  the  value  of  a  noun.     Neither  can  the  rela- 
tive so  used  be  replaced  by  this,  that,  these,  or  those,  for  these 
pronouns  also  require  antecedents. 

The  boy  fell  from  a  second-story  window,  which  resulted  in  a  broken 
arm  (and  broke  his  arm) . 

He  was  severely  reprimanded  for  his  neglect,  which  mortified  him 
very  much.  Better,  He  was  mortified  very  much  by  being  severely,  etc. 

Whitney  was  the  inventor  of  the  cotton-gin;  this  brought  him  fame, 
though  but  very  little  money  (for  this,  substitute  the  invention,  or  an 
invention  that}. 


OTHER  MISUSES  OF  PRONOUNS 

20.     Misuse  of  Pronouns  With  the  Verb  Be. — The 

most  common  misuse  of  pronouns  is  that  with  the  various 
forms  of  the  verb  be.  A  noun  or  a  pronoun  following  the 
verb  to  be  in  any  of  its  finite  modes  must  be  in  the  nomina- 
tive case.  In  the  following  examples,  the  word  in  paren- 
theses is  the  correct  one: 

It  was  me  (I).  It  was  them  (they) . 

It  is  him  (he) .  I  thought  it  was  her  (she) . 

It  wasn't  us  (we).  It  isn't  him  (he). 


8  CORRECT  AND  FAULTY  DICTION  §  4 

If  you  were  me  (I) ,  you  would  do  the  same  thing. 

Had  I  been  him  {he) ,  I  should  have  gone. 

It  wasn't  them  (they),  of  whom  I  spoke. 

If  I  had  been  her  (she) ,  I  should  have  gone. 

21.  Case  of  Pronouns  After  Prepositions. — A  pro- 
noun used  as  the  object  of  a  preposition  should  be  in  the 
objective  case. 

Between  you  and  /  (me) ,  he  is  no  more  honest  than  he  should  be. 

If  you  had  been  with  he  and  7  (with  him  and  me),  etc. 

No  one  was  in  the  house  except  he  and  they  (him  and  them) . 

22.  Precedence  of  Pronouns. — Usage  has  established 
a  certain  precedence  of  pronouns. 

Pronouns  representing  the  person  addressed  should  come 
first. 

Pronouns  representing  persons  spoken  of  should  precede 
pronouns  denoting  the  speaker  and  should  follow  pronouns 
denoting  the  person  addressed. 

Note  the  order  of  the  pronouns  in  the  following  sentences: 

Were  you  and  he  and  /  all  in  the  wrong? 

They  and  we  (not  we  and  they) ,  were  at  the  office  yesterday. 

Smith  and  /  (not  /and  Smith),  will  go. 

23.  Me  Being,  I  Being,  Us,  We. — The  objective  case 
should  not  be  used  for  the  nominative  in  the  absolute  con- 
struction.    The  following  are  from  well-known  writers: 

Me  being  young,  they  deceived  me  (say  /  being  young) . 
How  swiftly  our   time    passes    away;   and  us,   how   little  we   are 
concerned  to  improve  it  (say  and  we). 


METHODS  OF  INDICATING  THE  POSSESSIVE  CASE 

24.  Names   of  Inanimate    Objects. — The   names   of 
inanimate  objects  should  not  be  put  in  the  possessive  case. 

The  house's  roof;  the  street's  length;   the  sugar's  sweetness;   the 
triangle's  base;  the  book's  cover. 

The  of  construction  is  preferable: 

The  roof  of  the  house;  the  length  of  the  street;  etc. 

25.  Personified  Names. — In  personification,  or  where 
there  is   great  energy  or  importance,  the  possessive  con- 
struction is  admissible. 


§4  CORRECT  AND  FAULTY  DICTION  9 

The  sun's  heat,  or  the  heat  of  the  sun. 

The  moon's  diameter,  or  the  diameter  of  the  moon. 

The  ocean's  roar,  or  the  roar  of  the  ocean. 

26.  Appositives. — With  appositives,  the  #/ construction 
is  generally  to  be  preferred. 

The  sword  of  Alexander  the  Great,  not  Alexander  the  Great's  sword. 

But  it  is  not  incorrect  to  say,  The  Emperor  of  Germany's 
yacht. 

In  constructions  like  the  following  it  is  sufficient  to  put 
one  of  the  nouns  in  the  possessive: 

I  bought  it  at  Hamilton's,  the  shoe  dealer. 

27.  The  Phrase  Construction. — The  phrase  construc- 
tion is  preferable  with  names  compounded  of  several  ele- 
ments.    The  following  are  somewhat  awkward: 

The  International  Correspondence  Schools'  system  of  teaching;  the 
Merchants  and  Mechanics  Bank's  messenger;  the  President  of  the 
United  States'  inaugural;  men,  women,  and  children's  shoes. 

Unless  it  is  necessary  to  be  extremely  concise,  it  is  better 
to  say: 

The  method  of  teaching  practiced  by  the  International  Correspond- 
ence Schools;  the  messenger  of,  etc.;  the  inaugural  of,  etc.;  shoes  for 
men,  women,  and  children. 

28.  Partial  and  Joint  Ownership. — If  two  or  more 
persons  own  a  single  thing  jointly,  the  fact  is  denoted  by 
making  possessive  only  the  last-mentioned  name. 

This  is  Smith  and  Brown's  warehouse. 

If  several  things  are  owned  jointly,  the  foregoing  con- 
struction is  ambiguous. 

These  are  Smith  and  Brown's  warehouses. 

Here  it  is  not  certain  whether  Smith  owns  some  of  the 
warehouses  and  Brown  the  rest,  or  whether  they  are  all 
owned  by  Smith  and  Brown  jointly.  Such  an  expression 
should  be  recast. 

By  a  recent  will  in  England  a  property  was  to  be  "divided 
equally  among  the  brothers  and  sister's  children."  The 


10  CORRECT  AND  FAULTY  DICTION  §  4 

courts  decided  that  the  brothers   (not  their  children)   and 
the  children  of  the  sister  were  to  receive  equal  shares. 

29.     Miscellaneous. — Note  that  there  is  a  difference  in 
the  meanings  of  the  following  sentences: 
This  is  a  picture  of  Smith. 
This  is  a  picture  of  Smith's. 

The  latter  indicates  ownership  and   implies    that  Smith 
may  have  more  than  one  picture. 

Usage  favors  anybody  else's  rather  than  anybody's  else. 


THE   ADJECTIVE 


COMPARISON  OF  ADJECTIVES 

30.  Rules  for  Comparing  Adjectives. — Adjectives  of 
one  syllable  are  compared  as  follows: 

.  .  fer    =  comparative;  as,  bright,  brighter. 

\est  =  superlative;  as,  smooth,  smoothes/. 

Adjectives  of  two  or  more  syllables  usually  take  the 
adverbs  more  or  less  before  the  positive  to  form  the  com- 
parative, and  most  or  least  to  form  the  superlative. 

m°rej  +  positive  =  comparative;  as,  f  "*°re\  beautiful. 
less    J  l_  less   j 

most!  (most} 

}  +  positive  =  superlative;  as,  <  .       ,  >i 
least  J^  '{least  I 

Special  Rule. — Adjectives  of  two  syllables,  ending  in  y, 
change  y  to  i  and  add  er  and  est  to  the  positive.  Many 
adjectives  of  two  syllables  ending  in  ow  or  e  take  er  and  est. 

lovely' 


}  beautiful. 


er 


est 


er 


_  /comparative;  as,  lovelier,  holier,  sorri<?r,  easier, 

\     angrier. 

_  /superlative;  as,  loveliest,  holiest,  sorriest,  easiest, 
~  \     angriest. 

/comparative;   as  politer,   mellower,   narrower, 


holy 

sorry 

easy 

angry 

polite 

mellow          p    -  t     sirapl^nobl^ 

f  superlative;  as,  polite*/,  mellow^/, 
simple  lest  =  < 

I     simple/,  nobl«/. 
noble 


CORRECT  AND  FAULTY  DICTION 


11 


31.  General  Principle.  —  Many  other  adjectives  of  two 
syllables  are  compared  with  er  and  est,  when  to  do  so  does 
not  offend  the  ear. 

Comparison  is  governed  by  usage,  and  may  usually  be 
determined  by  the  ear.  More  and  most  are  preferable  to  e-r 
and  est  when  no  comparison,  but  only  a  high  or  a  low 
degree  of  a  quality,  is  intended.  This  is  known  as  the 
intensive  use  of  the  adjective. 

A  fearsome  sound  was  heard,  most  weird  and  (most)  strange  —  very 
weird  and  very  strange. 

He  should  have  been  less  sure  =  not  so  sure. 

32.  Irregular    Comparison.  —  Most   of    the   following 
adjectives    are    of     frequent     use,    and    are     irregular    in 
comparison: 

COMPARATIVE 

worse 

better 

farther 

less 

more 

older,  elder 

further 

former 

later,  latter 

hinder 

nigher 


POSITIVE 
bad,  ill,  evil 
good,  well 
far 
little 

many,  much 
old 

forth  (adv.) 
fore 
late 
hind 
nigh 
neath  (prep.) 

.   ,    ,     , 
out  (adv.) 


SUPERLATIVE 

worst 

best 

farthest 

least 

most 

oldest,  eldest 

furthest 

foremost,  first 

latest,  last 

hindmost 

nighest,  next 

nethermost 

f  outmost,  outermost 

\    . 

I  utmost,  uttermost 

upmost,  uppermost 
inmost,  innermost 


nether 
outer,  utter 

up  (prep.)  upper 

in  (prep.)  inner 

33.  Equality    and    Inequality.  —  When    equality    is 
denied  or  inequality  is  asserted,  neither  term  of  the  com- 
parison should  include  the  other. 

No  writings  whatever  abound  so  much  with  bold  and  animated 
figures  as  the  sacred  books.  (Say,  No  other  writings  abound,  etc.) 

Noah  and  his  family  outlived  all  the  people  that  lived  before  the 
flood.  (Insert  other  before  people.} 

34.  Inadmissible  Comparisons.  —  Adverbs  of  degree, 
such  as  nnich,  more,  most,  so,  etc.,  cannot,  with  strict  gram- 


12  CORRECT  AND  FAULTY  DICTION  §4 

matical  correctness,  be  joined  to  adjectives  that  do  not  admit 
of  comparison,  such  as  infinite,  universal,  unutterable,  illimit- 
able, triangular,  square,  perfect,  round,  and  many  others. 

In  the  time  of  Shakespeare  and  later,  double  comparatives 
and  double  superlatives  were  in  good  usage,  but  they  are 
not  so  now.  The  following  are  examples: 

At  every  descent,  the  worst  become  more  worse. 

That  was  the  most  unkindest  cut  of  all. 

If  a  box  is  square,  it  is  obvious  that  it  cannot,  strictly 
speaking,  be  more  square.  Nevertheless,  forms  like  fullest, 
rounder,  more  perfect,  etc.  are  in  general  use  colloquially. 
While  not  defensible  from  a  grammatical  point  of  view,  it 
cannot  be  denied  that  they  convey  ideas  clearly.  Occasional 
criticism  can,  however,  be  avoided  by  the  use  of  more  nearly 
square,  more  nearly  perfect,  etc. 

35.  Need  for  Care  in  Comparisons. — In  comparisons, 
care  must  be  taken  to  adapt  the  terms  properly. 

Iron  is  more  useful  than  all  the  metals  (the  most  useful  of  metals). 

He  was  the  oldest  of  all  his  associates  (older  than  any  of  his 
associates) . 

A  fondness  for  show  is  of  all  other  follies  the  most  vain  (is  the 
vainest  of  follies). 

Of  all  other  simpletons  he  was  the  greatest  (omit  other). 

The  English  tongue  is  the  most  susceptible  of  sublime  imagery  of 
any  language  in  the  world.  Better  thus,  Of  all  languagesin  the  world, 
the  English  tongue  is  the  most  susceptible  of  sublime  imagery. 

36.  Ambiguity  of  Any. — The  adjective  any  is  a  trouble- 
some word. 

CHIEF  OF  COPY  DEPARTMENT:    '  'Can  you  write  well  on  any  subject?" 
BEGINNER:     "Yes,  I  can  write  good  clothing  advertisements." 

Such  a  question  could  be  construed  as  meaning,  "Can  you 
write  well  on  all  subjects?"  or  "Can  you  write  well  on  some 
special  subject?"  Therefore,  it  should  be  so  expressed  as 
to  leave  no  doubt. 

37.  Former  and  Latter. — The  construction  with  former 
and  latter  with  backward  reference  is  cumbrous  and  difficult. 

The  successor  of  Jones  and  Brown  was  persuaded  to  follow  the 
example  of  the  former  rather  than  the  precept  of  the  latter.  Better, 


§  4  CORRECT  AND  FAULTY  DICTION  13 

The  successor  of  Jones  and  Brown  was  persuaded  to  follow  the  example 
of  Jones  rather  than  the  precept  of  Brown. 

In  any  case,  former  and  latter  should  not  be  used  where 
there  are  more  than  two  things  referred  to. 

38.  Each    Other  and    One   Another. — The    expression 
each  other  should  not  be  applied  to  more  than  two  objects; 
one  another  requires  more  than  two  objects. 

Shall  and  will  cannot  usually  be  substituted  for  each  other  (not  one 
another) . 

Merchants  like  to  see  their  clerks  polite  to  one  another  (not  each 
other) . 

39.  Agreement  of  Adjective  and  Noun. — An  adjec- 
tive denoting  numbers  should  agree  with  its  noun. 

Twenty  feet,  not  twenty  foot;  six  feet,  not  foot,  high;  forty  years, 
not  forty  year. 

I  have  not  been  in  London  this  five  years  (say  these  five  years} . 
During  that  (better,  those)  eight  days  we  were  without  water. 

If  the  adjective  and  the  noun  are  used  together  as  an 
adjective  they  need  not  agree  in  number. 

I  bought  a  hundred-acre  farm. 

We  measured  the  distance  with  a  ten-foot  pole. 

Can  you  change  a  hundred- dollar  bill? 

40.  Double  Comparisons. — It  is  correct  to  say  that 
one  person  is  handsomer  than  another  or  to  say  that  he  is 
more  handsome,  but  more  handsomer  is  incorrect.     If  more  or 
most  is  used,  the  suffixes  er  or  est  should  be  omitted. 


ORDER    OF    ADJECTIVES 

41.  When  several  adjectives  are  joined  to  a  noun,  their 
order  should  be  from  the  general  to  the  specific — from  the 
less  concr'ete  to  the  more  concrete. 

Two  poor,  ragged,  half-starved,  motherless  boys. 

If  the  meaning  does  not  determine  the  place  of  the  adjec- 
tives, arrange  them  in  the  order  of  their  length,  the  longest 
being  nearest  the  noun. 

A  pure,  wholesome,  strengthening  food. 


14  CORRECT  AND  FAULTY  DICTION  §4 

Adjectives  of  number  usually  precede  adjectives  of  quality 
and  follow  other  adjectives. 
These  two  large,  red  automobiles. 

Placing  adjectives  after  the  noun  sometimes  increases 
their  emphasis. 

This  wood,  strong  and  well  seasoned,  is  brought  to  the  shop,  etc. 

42.  In  using  together  adjectives  denoting  ordinal  num- 
ber, such  as  first,  last,  fifth,  etc.,  and  adjectives  denoting 
cardinal  number,  such  as  one,  six,  etc.,  the  ordinal  should 
precede  the  cardinal. 

The  first  three  (not  three  first)  days  of  the  sale. 


THE  ADVERB 

43.     Comparison  of  Adverbs. — Many  adverbs  derived 
from  adjectives  of  quality  are  compared;  the  comparison  is 
usually  made  by  prefixing  more  and  most  or  less  and  least;  as, 
POSITIVE  COMPARATIVE  SUPERLATIVE 

calmly  more  calmly  most  calmly 

soon  sooner  soonest 

The  following  adverbs  are  of  irregular  comparison: 


POSITIVE 

COMPARATIVE 

SUPERLATIVE 

far 

farther 

farthest 

forth 

further 

furthest 

ill  or  badly 

worse 

worst 

late 

later 

last  or  latest 

much 

more 

most 

nigh  or  near 

nearer 

next  or  nearest 

well 

better 

best 

44.  Position  of  the  Adverb. — There  is  no  established 
place  in  the  sentence  for  the  adverb;  in  general  it  should  be 
put  where  it  will  render  the  meaning  clear  and  the  sound 
agreeable.  An  adverb  should  not  stand  between  two  words 
if  it  may  be  taken  as  the  modifier  of  the  one  as  readily  as  of 
the  other. 

All  that  is  favored  by  good  use  is  not  proper  to  be  retained.  (Noi 
all  that  is  favored  by  good  usage  is  proper  to  be  retained.) 


§4  CORRECT  AND  FAULTY  DICTION  15 

Most  men  dream,  but  all  men  do  not.  (Most  men,  but  not -all 
men,  dream.) 

The  words-must  be  generally  separated  from  the  context.  (Generally, 
the  words  must  be  separated  from  the  context.) 

They  must  be  viewed  exactly  in  the  same  light  (viewed  in  exactly 
the  same  light.) 

45.  Adverbs  for  Adjectives. — Adverbs  are  often  used 
wrongly  instead  of  adjectives. 

The  now  copies  of  the  original  text  are  entire  (the  present  copies). 

Staggering  across  the  room,  he  fell  flatly  on  the  floor  (say  flat,  as 
position  rather  than  manner  of  falling  is  referred  to) . 

Motion  upwards  is  commonly  more  agreeable  than  motion  down- 
wards. ( Upward  motion  .  .  .  downward  motion.) 

This  construction  sounds  rather  harshly  (sounds  rather  harsh). 

It  is  the  often  doing  of  a  thing  that  makes  it  a  custom.  (Recast  the 
sentence  thus:  Frequent  repetition  of  the  same  act  results  in  the 
formation  of  a  habit.) 

46.  Certain  verbs  usually  require  after  them  an  adjective 
describing   the   state   or  condition   of    the   person   or  thing 
denoted  by  the   subject.     Some    of   these   verbs    are:     the 
various  forms  of  the  verb  to  be;  namely,  is,  are,  was,  were, 
has,  been,   will,   be,  etc.;    the  verbs  appear,  seem,  feel,   look, 
remain,  and  many  others.     It  is  often  difficult  to  determine 
whether  an  adverb  should  be  used  to  modify  the  verb,  or  an 
adjective  to  modify  the  subject.     The  following  sentences 
illustrate  this  distinction: 

The  children  were  hungry  and  thirsty. 

Here  the  adjectives  hungry  and  thirsty  describe  the  state 
or  condition  of  the  children. 

"How  are  you  this  morning?"  "I  am  nicely,  thank  you." 
This  is  a  gross  blunder,  yet  it  is  often  made  by  educated 
persons.  In  some  parts  of  the  United  States  it  has  become 
a  fixed  form  of.  answer  to  questions  concerning  the  health. 
/  feel  badly  is  frequently  heard,  although  no  person  would 
think  of  saying  /  feel  gladly  or  /  feel  sadly,  but  would  say, 
I  feel  glad  or  /  feel  sad.  The  proper  form  would  be  the 
adjective  bad,  and  this  word  would  doubtless  be  in  common 
use  if  it  did  not  have  two  meanings,  one  of  them  offensive 
when  applied  to  persons.  Thus,  He  looks  bad  may  refer 

204—11 


16  CORRECT  AND  FAULTY  DICTION  §  4 

either  to  physical  appearance  or  to  moral  character — he  may 
look  or  appear  to  be  ill,  or  he  may  have  the  looks  of  a  bad 
man.  For  this  reason  the  expressions  looks  dad,  seems  bad, 
is  bad,  etc.  are  not  in  good  usage.  Certainly,  no  person 
should  use  such  ungrammatical  and  indefensible  expressions 
as  /  feel  badly,  or  She  looks  badly. 

47.  Whether  to  use  an  adjective  or  an  adverb  with  verbs 
like  those  in  the  following  sentences  can  usually  be  decided 
by  a  moment's  thought: 


The  package  arrived  <         .    >at  its  destination. 
He  stood  <  _          >  against  all  opposition. 


In  the  first  sentence,  the  reference  is  to  the  condition  of 
the  package  after  the  act  of  arrival  —  it  is  safe.  The  phrase 
at  its  destination  modifies  the  active  function  of  the  verb 
arrived.  Similarly,  firm  is  the  correct  modifier  in  the  second 
sentence,  just  as  safe  is  in  the  first.  The  verb  stood  denotes 
a  state  rather  than  an  action.  In  the  following  sentences 
either  of  the  italicized  words  may  be  used,  but  the  meanings 
will  not  be  exactly  the  same: 


The  general  faced  the  battery  f  "*f*  and  '«'*«• 

[calmly  and  fearlessly. 

\sweet  and  quiet  in  its  cradle. 
The  babe  sleeps  <          ,,         \       ... 

[sweetly  and  quietly  in  its  cradle. 

In  these  sentences,  if  the  attitude  of  the  general  and  the 
repose  of  the  babe  are  referred  to,  the  adjectives  should  be 
used.  If,  however,  it  is  the  writer's  wish  to  describe  the 
manner  of  the  general's  facing  and  the  manner  of  the  babe's 
sleeping,  the  adverbs  should  be  used.  The  adjective  is 
ordinarily  used  in  such  sentences. 

48.  The  Adverb  How.  —  The  adverb  how  should  not  be 
used  before  the  conjunction  that,  nor  as  a  substitute  for  lest, 
that  not,  or  that. 

He  declared  how  (that)  he  would  triumph  in  the  end. 
You  see  how  that  (that)  not  many  wise  men  or  good  men  secure 
political  office. 

Be  careful  how  you  offend  him  (that  you  do  not  or  lest)  . 


§4  CORRECT  AND  FAULTY  DICTION  17 

49.  The  Adverbs  When,  IFTiile,  and  IHiere. — After  the 
verb  is  in  definitions,  when,  while,  or  where  should  not  be 
used  to  introduce  a  noun  clause. 

Concord,  in  grammar,  is  when  one  word  agrees  in  some  respect  with 
another.  Better •,  Concord,  in  grammar,  is  the  agreement,  in  some 
respect,  of  one  word  with  another. 

General  advertising  is  where,  etc.  Better,  General  advertising  is  the 
kind  of  advertising  that,  etc. 

50.  No  Used  for  Not. — The  adverb  no  should  not  be 
used  as  a  substitute  for  not. 

I  do  not  know  whether  I  shall  go  or  no  (not) . 

51.  The  Adverbs  Ever  and  Never. — The  adverbs  ever 
and  never  are  frequently  confounded. 

We  seldom  or  ever  see  an  indolent  man  become  wealthy.  (We 
seldom  or  never,  or  seldom  if  ever. ) 

The  two  expressions,  ever  so  and  never  so,  are  often  mis- 
used; ever  so  is  nearly  equivalent  to  very  or  extremely; 
never  so  is  much  stronger. 

Never  is  often  used  where  not  would  convey  the  intended 
meaning. 

He  was  here,  but  never  mentioned  the  matter.  Better,  he  was  here, 
but  he  did  not  mention  the  matter. 

It  is  correct  to  say,  He  was  never  in  Europe. 

52.  Adjectives  for  Adverbs. — One  of  the  most  com- 
mon   grammatical   mistakes   is    the   use   of   adjectives   for 
adverbs. 

This  paint  will  last  good  (say,  welt) . 
He  did  his  work  cheap  (say,  cheaply). 
I«am  real  glad  (say,  really  glad) . 

We  can  much  easier  form  the  conception  of  an  effective  campaign 
(much  more  easily  form). 

Agreeable  to  your  request,  I  send  (say,  Agreeably  to  your  request) . 

While  a  great  many  adverbs  are  easily  recognized  by  the 
ly  ending,  it  is  well  to  remember  that  fast,  slow,  quick,  etc., 
are  adverbs  as  well  as  adjectives.  Therefore,  each  of  the 
following  sentences  is  correct: 

Write  quick. 

Write  quickly. 


18  CORRECT  AND  FAULTY  DICTION  §  1 

53.  If  an  adverb  is  required,  substitute  very,  exceedingly, 
or  some  other  word  for  mighty  in  such  sentences  as  the  fol- 
lowing: 

He  was  a  mighty  pleasant  man. 

54.  Adverbs  Absolute  in  Meaning. — Many   adverbs 
and  their  corresponding  adjectives  are  absolute  in  meaning, 
and  for  that  reason  should  not  be  compared.     For  example, 
we    cannot  properly  say  most  unique,   very  shameless,  more 
invariable,    more   totally.     Though    an    illustration    may    be 
unique  (the  only  one  of   its  kind),  it  cannot  be  more  unique 
or  less  unique;  and  though  a  person  may  be  shameless  (with- 
out shame),  he  cannot  be  too,  or  very,  or  more  or  less,  shame- 
less.    Other  absolute  adverbs  are: 

Absolutely,  axiomatically,  completely,  conclusively,  continually, 
entirely,  essentially  exclusively,  extremely,  faultlessly,  fundamentally, 
impregnably,  incessantly,  increditably,  indispensably,  inseparably, 
intangibly,  intolerably,  illiterately,  sufficiently,  unceasingly,  etc. 

55.  At  Length  and  At  Last. — The  phrases  at  length  and 
at  last  should  not  be  used  interchangeably.     At  last  should 
refer  to  some  action  regarded  as  a  finality,  and  at  length,  to 
action  or  state  as  intermediate   between  a  beginning  and 
an  end. 

Ha  was  sick  for  a  long  ^ESJSS*       ,„  mend. 


THE  CONJUNCTION 

56.  The  Wrong  Conjunction. — Unless  a  writer  is 
careful,  wrong  conjunctions  and  superfluous  conjunctions 
will  pass  unnoticed  in  his  work. 

References  are  often  marked  by  letters  and  figures.  (Or  should  be 
used  in  place  of  and,  for  it  is  not  meant  that  references  are  marked  by 
both  letters  and  figures.) 

A  conjunction  is  used  to  connect  words  and  sentences  together.  (Use 
or  instead  of  and  and  omit  together.) 

English  grammar  is  miserably  taught  in  our  district  schools;  the 
teachers  know  but  little  or  nothing  about  it.  (Omit  but.) 

An  imperfect  phrase  "contains  no  assertion,  or  (and)  does  not 
amount  to  a  proposition. 


5  1  CORRECT  AND  FAULTY  DICTION  19 

57.  Wrong  Reference. — When  two  terms  have  a  com- 
mon dependence  on  some  subsequent  term,  the  dependence 
must  be  right  for  both  terms. 

I  answer,  you  may  (use)  and  ought  to  use  stories  and  anecdotes. 
>      I  have  (been}  and  pretend  to  be  a  tolerable  judge. 

He  is  a  much  better  grammarian  than  they  sac.  {than  any  of  them.) 
Antony,  coming  alongside  of  her  ship,  entered  it  without  seeing 
(her)  or  being  seen  by  her. 

Lincoln  always  has  (been}  and  doubtless  always  will  be  revered  by 
his  countrymen. 

08.  Likeness  of  Connected  Terms. — Connected  terms 
should,  so  far  as  possible,  be  of  the  same  kind. 

We  have  neither  forgotten  his  past  nor  despair  of  his  future  success. 
(We  have  neither  forgotten  his  success  in  the  past  nor  despaired  of  his 
success  in  the  future.) 

Whether  he  should  or  not  be  made  to  meet  this  exigency  (should  or 
should  not  be  made,  etc.)  is  open  to  question. 

They  very  seldom  trouble  themselves  with  inquiries  or  making 
(make)  useful  observations  of  their  own. 

59.  The  Conjunction  Tlian. — In  comparisons  in  which 
else,  other,  otherwise,  rather,  or  an  adjective  or  adverb  in  the 
comparative  degree,  is  used,  the  second  member  of  the  com- 
parison should  be  introduced  by  the  conjunction  than.    After 
else  or  other,  however,  the  preposition  besides  is  sometimes 
used,    and   it   is  often   better  'than   the  usual  construction 
with  than. 

A  metaphor  is  nothing  else  but  a  short  comparison  (nothing  else  than, 
or  nothing  but) . 

Those  classics  contain  little  else  but  histories  of  murders  (little  else 
than,  or  little  else  besides). 

He  no  sooner  accosted  her  but  (than)  he  gained  his  point. 

60.  A"or  or  Or  After  JVo  or  3'of. — Discriminate  in  the 
use  of  nor  and  or  after  no.     If  the  alternatives  are  names  of 
the  same  thing  or  relate  closely,  or  should  be  used. 

I  have  no  desire  or  power  to  do  it. 

If  the  alternatives  are  contrasted,  nor  should  be  used. 
t      He  has  no  money,  nor  is  he  able  to  earn  any. 


20  CORRECT  AND  FAULTY  DICTION  §4 

Nor  may  be  used  as  a  correlative  after  neither,  nor,  not, 
and  no  in  introducing  subsequent  negatives. 

He  will  not  be  interviewed,  nor  will  he  notice  any  letter  from  us. 

61.  Use  of  And  and  But.— An  eminent  linguistic  author- 
ity  says  of  the  two  conjunctions  and  and  but: 

"These  two  little  words  are  the  most  abused  words  in  the 
language;  they  are  employed  by  careless  writers  on  all 
occasions,  without  the  slighest  regard  to  precision  and  force. 
The  result  is  chronic  vagueness  and  tameness  of  expression." 

1.  And. — It  is  a  rule  in  mathematics  that  only  like  quan- 
tities can  be  added;  the  same  rule  prevails  in  language.     If, 
therefore,  and  is  regarded  as  the  plus  sign  of  language,  it 
follows  that  the  expressions  connected  by  the  word  should 
be  closely  related  in  sense  and  structure. 

Subordination,  the  relation  of  cause  and  effect,  of  time 
or  place,  should  not  be  expressed  by  this  conjunction.  Its 
proper  function  is  to  mark  addition,  coordination,  the  union 
of  the  parts  that  make  a  real  whole. 

The  following  are  some  examples  of  the  incorrect  use 
of  and: 

He  entered  his  office  at  exactly  nine  o'clock,  and  his  private  secre- 
tary was  always  found  waiting,  alert  and  ready. 

The  relation  of  place  expressed  by  the  second  clause 
requires  where  as  a  connective  instead  of  and. 

Carlyle  is  particularly  happy  in  the  choice  of  illustrative  figures  of 
speech,  and  they  give  clearness  and  vigor  to  his  style. 

Here  the  relation  between  the  two  clauses  is  that  of  cause 
and  effect.  The  sentence  should  be  reconstructed. 

Carlyle's  style  is  marked  by  clearness  and  vigor,  because  of  his  happy 
choice  of  illustrative  figures  of  speech. 

2.  But. — The  conjunction  but  is  the  strongest  of  the  con- 
junctions that  denote  opposition,  exception,  contrast.     It  is 
the  minus  sign  of  language.     It  is  properly  used  when  some- 
thing suggested  by  a  preceding  statement  is  to  be  disallowed. 

He  was  earning  a  good  salary,  but  his  work  was  not  congenial. 


§4  CORRECT  AND  FAULTY  DICTION  21 

Any  one  hearing  the  first  clause  would  be  likely  to  think 
the  man  was  satisfied.  The  conjunction  but  arrests  this 
mental  tendency  in  the  hearer,  and  causes  him  to  wait  for 
the  opposing  fact. 

62.  Arrestive  Adversative  Conjunctions. — The  ex- 
pressions that  thus  prevent  a  natural  conclusion  or  infer- 
ence have  been  called  arrestive  adversative  conjunctions.  They 
are  the  following:  but,  but  then,  yet,  still,  however,  only, 
nevertheless;  also  the  phrases,  for  all  that,  at  the  same  time. 

The  careful  writer  does  not  use  but  for  every  shade  of 
opposition,  contrast,  exception,  difference,  or  variety;  the 
entire  list  given  is  drawn  upon  for  the  exact  word  required 
in  each  case.  When  the  exception  or  opposition  is  very 
unusual,  unexpected,  surprising,  but  is  the  word  to  use. 
When  the  arrestive  effect  is  to  be  less  strong,  yet,  still,  only, 
however,  or  some  weaker  term  should  be  chosen. 

The  story  is  a  strange  one,  nevertheless  it  is  true. 

I  shall  probably  fail  in  the  attempt,  still  I  shall  try. 

I  shall  lend  you  the  book,  only  you  must  not  forget  to  return  it. 

The  stuff  was  horribly  bitter,  but  then  it  was  medicine. 


THE  PREPOSITION 

63.  The    Rigrht    Preposition. — It    is    sometimes    not 
easy  to  find  a  preposition  that  will  denote  exactly  the  rela- 
tion intended. 

But  to  rise  beyond  (above}  that,  and  overtop  the  crowd,  is  given 
to  few. 

How  different  to  this  (from  this)  is  the  mechanism  of  the  Jack  Frost 
Freezer. 

64.  Omission  of  Prepositions. — Prepositions  should 
not  be  omitted  except  in  such  cases  as  have  been  established 
by  long  usage,  as,  for  instance,  before  an  indirect  object  or 
before  certain  infinitive  constructions. 

I  passed  it  as  a  thing  unworthy  my  notice  (insert  of  after  unworthy). 
You  may  think  this  worthy  your  attention  (worthy  of). 
I  was  prevented  reading  the  letter  (insert  from  after  prevented). 
What  use  can  these  words  be  until  their  meaning  is  known?     (Of 
what  use,  etc.) 


22  CORRECT  AND  FAULTY  DICTION  §4 

65.  Needless    Prepositions. — Care    should    be   exer- 
cised not  to  insert  needless  prepositions. 

It  is  to  you  to  whom  I  am  indebted  for  this  favor.  (I  am  indebted 
to  you  for  this  favor.) 

In  this  respect  we  are  approached  by  no  manufacturer  except  by 
the  Durkin  Company.  (Omit  by  before  the  Durkin  Company.} 

66.  Two  Prepositions  With  the  Same  Object. — When 
two  different  prepositions  have  the  same  object,  it  should 
be  placed  after  the  first  preposition,  and  some  word  repre- 
senting the  object  should  follow  the  second. 

He  quarreled  with,  and  soon  afterwards  was  discharged  by  his 
employer.  (He  quarreled  with  his  employer  and  was  soon  afterwards 
discharged  by  him.) 

This  construction  is  less  objectionable  when  the  preposi- 
tions are  close  together. 

We  expect  to  live  in  or  near  the  city. 

,  Even  in  such  sentences,  each  preposition  should  have  its 
own  object. 

We  expect  to  live  in  the  city  or  near  it. 

67.  Prepositions    With     Certain     Words. — Certain 
words  should  be  followed  by  special  prepositions,   usually 
depending  on  the  meaning  of  the  prefix  or  on  the  meaning 
of  the  entire  word. 

Abhorrence  for  a  person  or  thing  that  one  hates. 

Abhorrence  of  something  that  one  dreads;  as,  snakes,  spiders. 

Absolve  from  a  promise. 

Abstract  of  a  document — an  outline  of  its  contents. 

Abstract  money  from  a  cash  drawer. 

Accomplish  by  diligence,  with  difficulty,  under  hard  conditions. 

Accord  with  another's  opinion;  two  or  more   persons  accord  in  an 

opinion. 

Accord  to  others  their  rights  or  privileges. 
Acquire  by  labor;  with  difficulty. 
Acquit  of  &  charge  (not  from,  as  formerly). 
Adapted  to — fitted  or  adjusted  to  intentionally. 
Adapted  for  by  nature,  for  grazing,  for  food. 
Affinity  between  friends  or  ideas  (Carbon  has  an  affinity  for  oxygen. 

My  marriage  brought  me  into  affinity  with  my  wife's  relatives)  < 
Agree  with  a  person,  to  a  proposal  or  a  stipulation. 


§4  CORRECT  AND  FAULTY  DICTION  23 

Averse  from  or  to  (Great  minds  are  averse  from  criticizing  others.    He 

is  averse  to  study) . 

Bestow  upon  or  on,  to  bestow  affection  on  (or  upon)  one's  children. 
Betray  a  secret  to  a  person,  a  person  into  a  snare  or  to  his  enemies. 
Bind  by  a  contract,  with  a  rope,  in  chains,  under  a  penalty;  bind  the 

hands  to  the  sides,  behind  the  back,  etc. 
Change  cars  for  New  York;  change  seats  with  some  one;  in  conduct, 

of  circumstances. 

Choice  between  two,  among  several,  for  president. 
Complain  against  one,  for  trespass,  to  the  authorities,  of  a  nuisance, 

about>  concerning,  regarding  misconduct. 
Comply  with  rules. 
Confer  a  favor  on  some  one;  with  some  one  about,  concerning,  regarding 

a  matter. 
Conference  between  two  persons  or  groups  of  persons;  of  one  or  several 

with  others  about,  concerning,  regarding  something. 
Confide  in  a  person's  honesty;  something  to  a  person's  care. 
Confident  o/her  charm,  in  the  correctness  of  an  opinion. 
Confirm  in  an  opinion,  by  argument. 
Convenient  to  a  place,  for  a  purpose. 

Conversant  with  a  subject  (in  was  formerly  used  after  conversant}. 
Correspond  with  a  person,  to  or  with  a  thing. 
Dependent  on  a  person's  good  faith  (but  independent  of). 
Derogatory  to  a  person's  character  or  reputation;  but  derogation  front 

the  inspiration  of  the  Bible. 

Die  of  fever,  by  violence,  for  one's  country,  to  the  world. 
Differ  from  or  with  a  person  in  opinion,  from  a  person  or  thing. 
Different  in  some  respect  from  what  was  thought. 
Disappointed  in  love,  at  failure,  of  something  hoped  for. 
Dissent  from  an  opinion  or  a  statement. 
Exception  to  a  remark,  from  a  rule. 
Fall  into  confusion,  under  suspicion,  from  grace,  upon  an  enemy. 

68.  We  compare  to  when  we  liken  one  thing  to  another. 
We  compare  with  when  we  wish  to  point  out  respective 
merits  or  differences: 

He  compared  the  earth  to  an  orange. 

When  we  compare  him  with  Washington,  we  see  his  inferiority. 

We  may  say  that  we  differ  with  people  when  the  idea  of 
argument  is  conveyed,  but  our  opinions  differ  from  those  of 
others. 

The  second  word  can  be  omitted  with  advantage  from 
many  such  expressions  as  bridge  over,  deliver  up,  divide  up, 
accept  of,  taste  of,  over  with. 


24  CORRECT  AND  FAULTY  DICTION 


THE   VERB 


SINGULAR    AND    PLURAL,    VERBS 

69.  Phrase  and  Clause  Subjects. — If  a  phrase,  clause, 
or  other  expression  denoting  one  whole  is  used  as  the  subject 
of  a  finite  verb,  the  verb  must  be  in  the  singular. 

To  advertise  a  policy  and  then  refuse  to  live  up  to  it  is  (not  are)  a 
modern  and  inconsistent  practice. 

To  profess  regard  and  to  act  inconsistently  with  that  profession 
betray  (betrays)  a  base  mind. 

70.  Verb    Between    Two    Nominatives. — When     a 
neuter  or  a  passive  verb  stands  between  two  nominatives  it 
should  agree  with  the  nominative  that  precedes. 

A  great  cause  of  the  low  state  of  industry  was  (not  were)  the 
restraints  put  upon  it. 

The  clothing  of  the  natives  were  (was)  the  skins  of  wild  beasts. 

71 .  Concord  by  Changing  the  Nonlinati  ve. — Agree- 
ment between  a  verb  and  its  subject  may  be  made  by  chan- 
ging the  number  of  the  subject  or  of  the  verb.     If  the  verb 
cannot  well  be  singular,  make  the  subject  plural;  if  the  verb 
should  remain  singular,  make  the  subject  singular. 

Every  one  of  you  are  earnestly  urged  to  be  present.  (Is  may  be  sub- 
stituted for  are,  or  all  may  be  substituted  for  every  one.) 

Much  pains  has  been  taken  to  explain  the  matter.  (Instead  of  much 
pains,  say  great  care.} 

Not  less  than  three  years  were  spent  in  attaining  this  result. 

In  the  last  sentence,  some  singular  noun,  such  as  time, 
must  be  understood  after  less,  and  the  plural  were  is  therefore 
wrong. 

72.  Plural  Verb   Unsuited. — The    construction  with 
and  between   two   nominatives  requiring   a  plural    verb  is 
awkward. 

There  are  safety  and  honor  in  this  course. 

Better  than  this  would  be  one  of  the  following: 
This  course  is  one  of  safety  and  honor. 
Safety  as  well  as  honor  is  in  this  course. 


§  4  CORRECT  AND  FAULTY  DICTION  25 

73.  Affirmation  With  Negation. — When  two  subjects 
are  connected,  one  of  which  is  taken  affirmatively  and  the 
other  negatively,  the  verb  must  agree  with  the  affirmative 
subject. 

Diligent  effort,  and  not  mere  luck,  brings  success  in  this  world. 

Not  a  loud  voice,  but  strong  proofs,  bring  conviction. 

Not  her  beauty,  but  her  talents,  attracts  (say  attract}  attention. 

74.  The  Conjunctions  As  Well  As,  But,  Save. — When 
two  subjects  are  connected  by  as  well  -as,  but,  or  save,  the 
verb  and  the  pronoun  must  agree  with  the  subject  that  occurs 
first.     However,  if  a  negative  precedes  one  of  the  subjects, 
the  verb  must  agree  with  the  other. 

These  principles,  as  well  as  every  just  rule  of  criticism,  are  founded 
upon  the  sensitive  part  of  our  nature. 

Naught  :save  the  gurglings  of  the  rill  were  (was)  heard.  Better, 
Only  the  gurgling  of  the  rill  was  heard. 

75.  Conjoint  Subjects. — When  subjects  are  taken  con- 
jointly,   so    as    to   have    a   verb   in    the    plural,   the    proper 
connective  is  and  and  not  with,  together  with,  nor,  or,  as  well 
as,  or  any  other. 

This  complete  dictionary  and  the  handy  holder  are  (not  is)  offered 
for  ten  new  subscribers.  (If  the  construction  were  This  complete  dic- 
tionary, with  the  handy  holder,  etc.,  is  would  be  correct.) 

76.  Distinct  Subject  Phrases. — Two  or  more  distinct 
subject  phrases  connected  by  and  require  a  verb  in  the  plural. 

To  promise  and  to  perform  is  (say  are}  very  different. 

77.  Subjects  Connected  by  Or  or  Nor. — When  a  verb 
has   two  or  more  subjects  connected  by  or  or  nor,  it  must 
agree  with  them  singly,  not  conjointly.     If  the  subjects  are 
of  different  persons  or  numbers,  and  if   they  are  of  equal 
importance,  the  verb  should  agree  with  the  nearer;   but  if 
the  resulting  construction  is  awkward,  the  sentence  should 
be  recast. 

Nor  eye,  nor  listening  ear  an  object  finds;  creation  sleeps. 
The  definite  article  the  designates  what  particular  thing  or  things 
are  meant. 

One  or  more  copies  were  sent. 


26  CORRECT  AND  FAULTY  DICTION  §4 

78.  Subject  a  Relative  Pronoun. — When  the  subject 
of  a  verb  is  a  relative  pronoun,  the  verb  must  agree  in 
number  with  the  antecedent  of  the  pronoun. 

This  is  one  of  the  most  valuable  books  that  has  appeared  in  the 
19th  century. 

The  antecedent  of  that  is  books,  not  one;  the  verb  should 
therefore  have  the  plural  form,  have  appeared. 


OTHER    MISTAKES    IN    THE    USE    OF    VERBS 

79.  Misuse   of    the  Verb   Do. — The   verb  do  is  often 
used  erroneously  for  verbs  to  which    its  meaning    is   not 
suited. 

And  I  would  avoid  it  altogether  if  it  could  be  done  (avoided). 
Besides  making  a  deeper  impression  than  can  be  done  (made)  by 
cool  reasoning. 

80.  Verbs  With  Future  Reference. — Verbs  of  com- 
manding, desiring,   expecting,   hoping,   intending,  wishing, 
and  the  like,  usually  refer  to  actions  and  events  in  the  future. 

I  meant  to  go,  not,  I  meant  to  have  gone. 

We  hoped  you  would  come,  not,  We  hoped  you  would  have  come. 
I  found  him  better  than  I  expected  to  have  found  (to  find)  him. 
He  would  not  have  been  allowed  to  have  entered  (to  enter). 
We  planned  to  have  arrived  (to  arrive}  last  night. 

81.  Concord   of   Tenses. — When  words   denote   time, 
care  should  be  observed  that  there  may  be  a  proper  concord. 

I  have  already  told  you,  not,  I  told  you  already. 

I  finished  my  letter  (not  had  finished)  before  the  postman  came. 
Or,  I  had  finished  my  letter  when  the  postman  came. 

1  continued  to  work  until  the  present  moment  (say  have  continued). 

They  have  anciently  done  ( They  anciently  did)  a  great  deal  of  harm. 

I  expected,  from  what  I  had  heard,  to  have  seen  the  banks  paying 
in  gold  (say  to  see) . 

82.  Universal  Present  Tense. — Facts  that  are  always 
true  should  be  expressed  in  the  present  tense. 

He  said  that  the  square  of  six  is  thirty-six  (not  was). 

It  is  said  that  honesty  is  (not  was)  the  best  policy. 

Two  young  men  have  discovered  that  there  was  (say  is)  no  God. 

I  have  already  told  you  that  I  was  (say  am)  an  experienced  man. 


§4  CORRECT  AND  FAULTY  DICTION  27 

83.  Use  of  Were,  Are,  Is,  Be. — It  is  correct  to  write  /// 
were  there,  H I  be  ill,  etc.,  in  writing  of  possible  conditions  that 
do  not  at  the  time  exist;  but  write  //  he  is  here,  where  it  is 
possible  or  probable  that  the  one  referred  to  is  at  hand. 

84.  The  Expression   You  Was. — It  is  never  correct  to 
say  You  was.     Say  You  were. 

85.  Confusion  of  Modes. — Do  not  use  different  modes 
under  precisely  similar  circumstances  even  when  the  verbs 
have  separate  nominatives. 

If  one  speak  (speaks)  and  another  answers,  it  is  quite  the  same. 
If  one  man  esteem  (esteems)  one  day  above  another,  and  another 
esteemeth  (esteems)  every  day  alike,  etc. 

If  I  had  a  hundred  dollars  and  one  is  (say  were)  spent,  etc. 

86.  Case  After  To  Be. — Both  the  subject  and  the  pred- 
icate  substantive  of   the   infinitive  form  of  the  verb  to  be 
should  be  in  the  objective  case. 

I  supposed  it  to  be  they  (say  to  be  them) . 

87.  Case   After    Than. — It  is  sometimes   not  easy   to 
decide  about  the  correctness  of  the  pronoun  in  sentences 
like  the  following: 

No  one  could  write  better  than  he  (could). 
We  liked  none  better  than  (we  liked)  him. 

In  such  sentences,  if  the  implied  verb  is  inserted  as  in 
the  foregoing  sentences,  the  proper  case  for  the  pronoun 
will  be  apparent. 

88.  Possessives  With  Verbal  Nouns. — The  posses- 
sives  your,  our,  his,  her,  my  are  required  before  the  verbal 
noun.     The  objective  forms  you,  us,  etc.  are  commonly  used 
erroneously  in  this  particular  construction. 

That  did  not  warrant  you  making  the  trip  (say  your  making). 

89.  The  Split  Infinitive. — By  split  infinitive  is  meant 
a  construction  in  which  an  adverb  or  an  adverbial  phrase  is 
placed  between  the  sign  of  the  infinitive  and  the  verb.     The 
following  are  examples: 

To  carefully  examine;  to  better  accomplish;  to  not  forget;  lo  rapidly 


28  CORRECT  AND  FAULTY  DICTION  §  4 

Though  such  forms  are  seen  in  the  work  of  good  writers, 
they  are  condemned  by  most  grammatical  authorities.  The 
following  forms  are  preferred: 

To  examine  carefully;  to  accomplish  better;  not  to  forget;  to  retreat 
rapidly. 

Therefore,  as  a  general  rule,  the  split  infinitive  should  be 
avoided.  There  are  just  a  few  instances  in  which  the  adverb 
placed  immediately  after  to  seems  to  make  the  construction 
smoother.  An  example  is  afforded  in  the  following  sentence: 

To  really  know  the  man  is  to  believe  in  him. 

90.  Use  of  Shall,  Will,  Should,  Would.— Few  persons 
use  shall,  will,  should,  and  would  correctly.  While  perhaps 
not  a  great  many  writers  would  make  the  errors  of  the  man 
who,  when  he  accidentally  fell  overboard,  cried,  "I  will  drown; 
no  one  shall  help  me,"  most  of  them  will  say,  /  will  write 
tomorrow,  when  they  should  say,  I  shall  write  tomorrow. 

"/  shall,  you  will,  he  will  in  affirmative  sentences  merely 
announce  future  action. 

"I  will,  you  shall,  he  shall  express  determination  on  the 
part  of  the  speaker,  or  an  intention  to  control. 

" I  should,  you  would,  he  would  announce  future  action. 

"/  would,  you  should,  he  should  express  determination  or 
resolution  on  the  part  of  the  speaker.  Should  in  all  three 
persons  suggests  propriety,  duty,  or  expediency. 

"Therefore,  it  is  correct  to  say: 

I  shall  be  obliged  to  leave. 

I  will  (expressing  determination)  learn  my  lesson. 
I  know  that  I  shall  succeed. 

If  you  will  behave  yourself,  I  will  (expressing  willingness)  go 
with  you. 

I  should  (not  would}  like  to  meet  them. 

We  should  (not  would}  be  pleased  to  see  you  here. 

I  should  (not  would)  not  like  that. 

He  said  that  he  would  go  in  spite  of  us. 

I  declared  that  I  would  (expressing  determination)  have  it  my  way. 

1  would  (expressing  willingness)  assist  you  if  I  could. 

"  Shall  you?  is  correct  when  the  meaning  is,  Is  it  your  inten- 
tion? Will  you?  is  correct  when  the  meaning  is,  Are  you 


§4  CORRECT  AND  FAULTY  DICTION  29 

willing?  Say,  You  shall  if  you  mean  that  you  will  control 
or  try  to  control  the  one  spoken  to.  Say,  You  will  if  the 
person  spoken  to  is  free  to  do  as  he  pleases.  If  the  young 
man  says  to  the  young  woman,  'Shall  you  go  to  the  theater?' 
it  means  that  her  father  may  pay  for  the  tickets.  If  the 
question  is,  'Will  you  go  to  the  theater?'  the  young  man 
may  have  to  pay  for  the  tickets." 

91.  The  confusion  between  shall  and  will  arises  from 
the  fact  that  in  the  second  and  third  persons  the  meanings 
are  the  reverse  of  those  in  the  first,  shall  becoming  emphatic 
and  will  merely  a  sign  of  the  future  tense.      Thus,  if  the 
speaker  says  "You  shall  do  it,"  he  implies  that  the  person 
addressed  will  be  under  compulsion;  while  "He  will  do  it" 
merely  states  future  action.     Should  and  would,  expressive 
of  conditional  action,  follow  the  rules  that  apply  to   shall 
and  will. 

Shall  and  should  are  rarely  used  where  will  and  would  are 
the  correct  words;  but  will  and  would  are  erroneously  used 
in  place  of  shall  and  should  even  by  careful  writers  and 
speakers.  All  can  remember  at  least  that  a  correct  form  for 
the  closing  of  a  letter  is  either  We  shall  be  pleased  or  We 
should  be  pleased,  since  we  do  not  wish  to  imply  that  there 
will  be  any  compulsion  about  our  pleasure,  which  would  be 
the  sense  conveyed  by  will  or  would, 

Avoid  the  use  of  we  would  say,  which  is  a  greatly  over- 
used expression.  Write,  Our  answer  to  your  question  is  that. 
Yes;  we  will  grant  the  extension  you  ask  for,  The  best  rate  we 
can  make  you  on  the  books  is,  or  Answering  yotir  question,  allow 
us  to  suggest,  etc.  . 

LIST    OF    IRREGULAR    VERBS 

92.  As  a  means  of  avoiding  error  in  the  use  of  English, 
perfect  familiarity  with  the  principal  parts  of  the  irregular 
verbs  is  indispensable.     The  present   participle  is  omitted 
from  the  following  list,  since  it  is  always  formed  from  the 
verb  root  by  adding  ing.     When  two  or  more  forms  of  a 
principal  part  are  given,  the  preferable  form  occurs  first. 


30 


CORRECT  AND  FAULTY  DICTION 


§4 


PRESENT  TENSE 

PAST  TENSE 

PERF.  PART. 

abide 

abode 

abode 

arise 

arose 

arisen 

awake 

f  awoke 
\awaked 

awaked 

be  or  am 

was 

been 

fbore 

f  borne 

bear 

I  bare 

\born 

beat 

beat 

|  beaten    . 
\beat 

begin 

began 

begun 

behold 

beheld 

beheld 

fbent 

fbent 

bend 

\bended 

\bended 

f  bereaved 

f  bereft 

bereave 

\bereft 

\  bereaved 

beseech 

besought 

besought 

bet 

fbet 
\betted 

fbet 
\betted 

!bade 

bid 

bad 

[bidden 

bid 

\bid 

bind 

bound 

bound 

{bit 

bite 

bit 

bitten 

bleed 

bled 

bled 

blend 

blended 

f  blended 
\blent 

f  blessed 

j  blessed 

bless 

\blest 

\blest 

blow 

blew 

blown 

break 

f  broke 
\brake 

f  broken 
\broke 

breed 

bred 

bred 

bring 

brought 

brought 

build 

f  built 
Ibuild'ed 

f  built 
\builded 

•MM 

f  burned 

f  burned 

burn 

\burnt 

\burnt 

burst 

burst 

burst 

buy 

bought 

bought 

cast 

cast 

cast 

catch 

caught 

caught 

chide 

fchid 
\chode 

f  chidden 
\chid 

CORRECT  AND  FAULTY  DICTION 


31 


PRESENT  TENSE 

PAST  TENSE 

PERF.  PART. 

choose 

chose 

chosen 

cleave  to  (adhere) 

cleaved 

f  cleaved 
[clave 

[cleft 

[cleft 

cleave  (to  split) 

<  clove 

<  cloven 

I  clave 

[cleaved 

climb 

J  climbed 
\clomb 

{climbed 
\clomb 

cling 

clung 

clung 

clothe 

f  clothed 
tclad 

f  clothed 
\clad 

come 

came 

come 

cost 

cost 

cost 

creep 

crept 

crept 

crow 

[crowed 

crowed 

\crew 

cut 

cut 

cut 

dare 

f  durst 
t  dared 

dared 

deal 

.   dealt 

dealt 

die 

fdug 

fdug 

tug 

\digged 

1  digged 

do 

did 

done 

draw 

drew 

drawn 

dream 

f  dreamed 
1  dreamt 

f  dreamed 
\dreamt 

dress 

dressed 

dressed 

dress 

f  dressed 
tdrest 

f  dressed 
tdrest 

•    drink 

drank 

drunk 

drive 

drove 

driven 

dwell 

f  dwelt 
t  dwelled 

f  dwelt 
t  dwelled 

fate 

f  eaten 

eat 

teat  (fit) 

l«at  (fit) 

fall  • 

fell 

fallen 

feed 

fed 

fed 

feel 

felt 

felt 

fight 

fought 

fought 

find 

found 

found 

flee 

fled 

fled 

fling 

flung 

flung 

fly 

flew 

flown 

forbear 

forbore 

forborne 

32 


CORRECT  AND  FAULTY  DICTION 


§4 


PRESKNT  TENSE 
forget 
forsake 
freeze 

get 

gild 

gird 
give 
go 
grave 

grind 
grow 

,     hang 

have 

hew 

hide 

hit 

hold 

hurt 
keep 

knee 

knit 

know 

lade 

lay 
lead 

leap 

learn 

leave 
lend 
let 


PAST  TENSE 
forgot 
forsook 
froze 

got 

f  gilded 
I  gilt 
f  girded 
I  girt 

gave 

went 

graved 

ground 

grew 
[hung 

<  hanged  (put 
[     to  death) 

had 

hewed 
hid 
hit 
held 

hurt 

kept 
f  knelt 
{kneeled 
I  knit 
(knitted 

knew 

laded 

laid 

led 

Heaped 
[leapt 
f  learned 
[learnt 

left 

lent 

let 


PERF.  PART. 

forgotten 

forsaken 

frozen 
[got 
[  gotten 
j  gilded 
I  gilt 
f  girded 
I  girt 

given 

gone 
f graved 
1  graven 

ground 

grown  • 

Ihung 
hanged  (put 
to  death) 
had 

{hewn 
hewed 
fhid 
[hidden 

hit 
fheld 
[holden 

hurt 

kept 
f  knelt  • 
[kneeled 
fknit 
[knitted 

known 
f  laded 
[laden 

laid 

led 

Heaped 
[leapt 
f  learned 
[learnt 

left 

lent 

let 


§4 


CORRECT  AND  FAULTY  DICTION 


33 


PRESENT  TENSE 

PAST  TENSE 

PERF.  PART. 

lie  (to  recline) 

lay 

lain 

light 

flighted 
llit 

flighted 
I  lit 

lose 

lost 

lost 

make 

made 

made 

mean 

meant 

meant 

meet 

met 

met 

mow 

mowed 

fmown 
I  mowed 

f  passed 

f  passed 

pass 

\past 

\past 

pay 

paid 

paid 

pen 

f  penned 
\pent 

fpenned 
I  pent 

prove 

proved 

J  proved 
[  pro  ven  (legal) 

put 

put 

put 

quit 

{quit 

\quitted 

j  quit 
I  quitted 

rap 

{rapt 
\  rapped 

{rapt 
\  rapped 

read 

read 

read 

rend 

rent 

rent 

rid 

rid 

rid 

ride 

rode 

ridden 

ring 

[rang 
\rung 

rung 

rise 

rose 

risen 

rive 

rived 

f  riven 

1  rived 

run 

ran 

run 

saw 

sawed 

f  sawed 

\sawn 

say 

said 

said 

see 

saw 

seen 

seek 

sought 

sought 

sell 

sold 

sold 

send 

sent 

'    sent 

set 

set 

set 

shake 

shook 

shaken 

shave 

shaved 

f  shaven 
1  shaved 

f  sheared 

f  sheared 

shear 

\shore 

\shorn 

34 


CORRECT  AND  FAULTY  DICTION 


PRESENT  TENSK 

PAST  TENSK 

PERF.  PART. 

shed 

shed 

shed 

shine 

shone 

shone 

shoe 

shod 

shod 

shoot 

shot 

shot 

show 

showed 

f  shown 
\showed 

shred 

f  shred 

J  shred 

\shredded 

1  shredded 

shrink 

J  shrank 
\shrunk 

f  shrunk 
\shrunken 

shut 

shut 

shut 

sing 

fsang 
\sung 

sung 

sink 

fsank 

[sunk 

\sunk 

\sunken 

sit 

sat 

sat 

slay 

slew 

slain 

sleep 

slept 

slept 

slide 

slid 

fslid 

\slidden 

sling 

slung 

slung 

slink 

f  slunk 
t'slank 

slunk 

slit 

fslit 

\slitted 

fslit 

\slitted 

smell 

fsmelled 
\smelt- 

fsmelled 

\smelt 

smite 

smote 

smitten 

sow 

sowed 

f  sown 
\sowed 

speak 

f  spoke 
\spake 

.    spoken 

speed 

fsped 
\speeded 

fsped 
\speeded 

spell 

f  spelled 
I  spelt 

[spelled 
I  spelt 

spend 

spent 

spent 

spill 

.    f  spilled 
I  spilt 

f  spilled 
Ispilt 

spin 

spun 

spun 

spit 

fspit 

\spat 

fspit 
I  spat 

split 

f  split 

\splitted 

f  split 
\splitted 

§4 


CORRECT  AND  FAULTY  DICTION 


35 


PRESENT  TENSE 

PAST  TENSE 

PERF.  PART. 

spoil 

f  spoiled 
\spoilt 

f  spoiled 

1  spoilt 

spread 

spread 

spread 

spring 

f  sprang 
[sprung 

sprung 

stand 

stood 

stood 

f  staved 

f  staved 

stave 

1  stove 

\  stove 

f  stayed 

f  stayed 

stay 

I  staid 

1  staid 

steal 

stole 

stolen 

stick 

stuck 

stuck 

sting 

stung 

stung 

,  strew 

strewed 

strewn 

stride 

strode 

stridden 

strike 

struck 

f  struck 
\stricken 

string 

strung 

strung 

strive 

strove 

striven 

f  strowed 

strow 

strowed 

\strown 

f  swore 

swear 

{ 

sworn 

I  sware 

f  sweat 

f  sweat 

sweat 

1  sweated 

\  sweated 

sweep 

swept 

swept 

swell 

swelled 

f  swollen 
1  swelled 

f  swam 

swim 

swum 

\swum 

swing 

swung 

swung 

take 

took 

taken 

teach 

taught 

taught 

tear 

tore 

torn 

tell  • 

told 

told 

think 

thought 

thought 

thrive 

{throve 
thrived 

f  thrived 
\thrived 

throw 

threw 

thrown 

thrust 

thrust 

thrust 

/trod 

tread 

trod 

1  trodden 

f  waked 

f  waked 

wake 

\woke 

\woke 

36  CORRECT  AND  FAULTY  DICTION  - 

PRESENT  TENSE  PAST  TENSE  PERK.  PART. 

wear  wore  worn 

weave  wove  woven 

wed  f  wedded  f  wedded 

\wed  [wed 

weep  wept  wept 

wet  f  wetted  f  wetted 

[wet  [wet 

win  won  won 

wind  {WOU!^  (WOUDd 

I  winded  [winded 

[worked  f  worked 

work  <  .  < 

[wrought  [wrought 

wring  wrung  wrung 

write  wrote  written 


MISCELLANEOUS  POINTS 

93.  Use  of  A  and  An. — The  words  a  and  an  are  called 
the  indefinite  article — two  forms  of  the  same  word.  The 
form  a  is  used  before  words  beginning  with  a  consonant 
sound;  the  form  an,  before  words  beginning  with  a  vowel 
sound. 

A  man;  a  door;  a  book;  a  discount;  an  apple;  an  egg;  an  item; 
an  oak. 

The  form  an  should  be  used  before  words  beginning  with 
silent  ///  if  the  h  is  sounded,  a  is  required. 

An  hour;  an  honor;  a  hermit;  a  humorist;  a  historian. 

A  or  an  should  never  be  so  used  as  to  relate  or  seem  to 
relate  to  two  or  more  things. 

A  debtor  and  creditor  should  arbitrate.  {Better,  a  debtor  and  his 
creditors  should  arbitrate) . 

The  pronoun  his  breaks  the  seeming  connection  between 
a  and  creditors. 

Do  not  use  a  or  an  after  such  words  as  sort,  kind,  and 
species. 

This  is  a  kind  of  cotton  goods  (not  kind  of  a). 


§4  CORRECT  AND  FAULTY  DICTION  37 

A  singular  subject  with  the  or  a  is  usually  stronger  than 
the  plural  form  of  expression.  The  first  of  the  following 
sentences  is  the  stronger: 

A  pleased  customer  is  the  best  advertisement. 
Pleased  customers  are  the  best  advertisements. 

94.  Repetition  of  Articles. — When  adjectives  denoting 
qualities  that  belong  to  different  things  are  connected,  the 
article  should  be  repeated. 

A  black  and  a  white  circular — means  two  circulars. 

When  connected  adjectives  relate  to  the  same  thing,  the 
article  must  not  be  repeated. 

A  black  and  white  circular — means  one  circular. 

When  the  modified  noun  is  plural,  the  sense  is  often 
ambiguous.  The  black  and  white  stockings  may  mean  that 
some  of  the  stockings  are  entirely  black  and  some  entirely 
white;  or  that  each  stocking  is  partly  black  and  partly  white. 
The  same  may  be  said  of  the  following: 

Sad  and  thoughtful  faces  were  seen. 
Gold  and  platinum  chains  are  expensive. 

Such  sentences  should  be  recast  so  as  to  make  the  mean- 
ing perfectly  clear. 

Both  sad  and  thoughtful  faces  were  seen. 

Chains  made  of  gold  and  platinum  are  expensive. 

The  repeating  of  the  article  frequently  impresses  the  con- 
struction. Note  the  following  sentences: 

The  lawyer  and  preacher  were  both  present.  Better ',  Both  the  law- 
yer and  the  preacher  were  present. 

95.  Collective  Nouns. — To  decide  whether  a  collective 
noun  used  as  the  subject  of  a  verb  should  be  singular  or 
plural  is  sometimes  not  easy. 

The  council  were  divided  in  opinion. 

The  council  was  in  session  until  late. 

The  jury  were  not  able  to  agree. 

The  jury  was  discharged  at  the  close  of  the  day. 


38  CORRECT  AND  FAULTY  DICTION  §4 

From  the  preceding  examples  it  is  clear  that 

1.  When  a  collective  noun  requires  individual  action  by 
the  units  that  make  up  the  collection,  the  noun  is  plural. 

The  public  are  requested  to  register  their  names. 

The  congregation  are  invited  to  assemble  in  the  lecture  room. 

2.  When  a  collective  noun  requires  united  action,  the  noun 
is  singular. 

The  army  of  the  invaders  was  defeated. 

The  nation  has  a  leading  place  among  the  powers  of  the  earth. 

96.  Periods  of  Time  and  Sums  of  Money. — Periods 
of  time,  even  when  expressed   in   plural    form,   are   often 
treated  as  singular.     The  same  is  true  of  sums  of  money. 

With  Thee,  a  thousand  years  is  as  one  day. 

A  hundred  years  seems  a  very  short  time. 

One  hundred  and  fifty  thousand  dollars  was  in  the  safe. 

If,  however,  periods  of  time  or  sums  of  money  are  referred 
to  distributively,  they  must  be  treated  as  plural. 

The  last  ten  years  of  the  company's  existence  were  filled  with  dis- 
aster. 

More  than  one  hundred  dollars  in  silver  were  scattered  over  the  floor. 

97.  Apparent   Plurals   That   Are   Singular. — Many 
expressions  are  plural  in  form,  but  really  singular. 

Bread  and  butter  is  the  staff  of  life. 

All  work  and  no  play  makes  Jack  a  dull  boy. 

The  long  and  the  short  of  the  matter  is  that  you  are  wrong. 

Macaulay  has  the  following  examples  and  many  others 
like  them: 

All  the  furniture,  the  stock  of  shops,  the  machinery  which  could  be 
found  in  the  realm  was  of  less  value  than  the  property  which  some 
single  parishes  now  contain. 

The  sound,  the  rhythm,  the  modulation,  the  music  of  the  language 
was  one  entirely  new. 

In  the  last  sentence  there  are  four  names  for  the  same 
thing:  sound,  rhythm,  modulation,  music.  If  and  had  been 
put  before  the  music,  the  verb  should  have  been  were. 

When  the  correctness  is  open  to  question,  avoid  the  con- 
struction. Suppose  that  on  looking  over  a  manuscript,  such 
sentences  as  the  following  are  found: 


§4  CORRECT  AND  FAULTY  DICTION  39 

Cards  were  invented  to  amuse  an  insane  king. 

Two  languages  at  once  is  too  much  to  study. 

None  of  the  invaders  were  captured. 

His  remains  were  buried  yesterday. 

The  three  angles  of  a  triangle  are  equal  to  two  right  angles. 

The  question  whether  these  sentences  are  correct  or  not 
is  of  much  less  importance  than  that  they  should  be  so 
written  as  not  to  lead  to  dispute.  Recognizing  the  truth  of 
this  statement,  the  sentences  are  reconstructed  as  follows: 

{The  game  of  cards  was  invented  to  amuse  an  insane  king. 
Some  one  invented  cards  to  amuse  an  insane  king. 
JThe  study  of  two  languages  at  once  is  too  great  a  task. 
\No  one  can,  with  advantage,  study  two  languages  at  the  same  time. 
All  the  invaders  escaped  capture, 
f  His  body  was  buried  yesterday. 
\They  buried  him  yesterday. 
The  sum  of  the  three  angles  of  a  triangle  is  equal,  etc. 

98.  How    the    Plural    of    Nouns   is    Formed. — The 

plural  of  most  English  nouns  is  formed  by  annexing  j  to 
the  singular  word. 

Pen,  pens;  hat,  hats;  shoe,  shoes;  boy,  boys. 

Where  the  final  letter  of  the  singular  form  is  y,  many 
nouns  are  changed  to  the  plural  by  substituting  i  for  y  and 
annexing  es. 

Lady,  ladies;  lily,  lilies;  bevy,  bevies;  beauty,  beauties. 

Many  nouns  form  their  plurals  irregularly.  The  follow- 
ing are  some  examples: 

Man,  men;  woman,  women;  wife,  wives;  life,  lives;  formula, 
formulas  or  formulae;  analysis,  analyses;  alumnus,  alumni;  hypoth- 
esis, hypotheses;  parenthesis,  parentheses;  bandit,  bandits  or  banditti; 
goose,  geese;  memorandum,  memorandums  or  memoranda;  madam, 
mesdames;  tableau,  tableaux;  medium,  mediums  or  media;  matrix, 
matrices;  wharf,  wharves. 

99.  The  Plural  of  Compound  Nouns. — The  plural  of 
compound  nouns  is  usually  formed  by  changing  the  princi- 
pal noun. 

Sons-in-law,  step-children,  courts-martial,  knights-errant,  hangers- 
on,  man-clerks,  man-milliners,  chimney-corners,  maid-servants. 


40  CORRECT  AND  FAULTY  DICTION  §4 

In  King  James'  translation  of  the  Bible,  both  man-servants 
and  men-servants  are  found,  but  the  former  is  now  preferred; 
the  same  may  be  said  of  woman- servants  and  women- servants. 

The  Standard  Dictionary  authorizes  both  attorney-generals 
and  attorneys-general,  giving  preference  to  the  former. 

After  a  compound  has  become  solid  by  the  disappearance 
of  the  hyphen,  its  plural  is  formed  regularly. 

Cupfuls;  bucketfuls;  manstealers;  manslayers;  -outpourings. 

100.  Feminines  in  ess  and  ix. — There  were  formerly 
in  good  use   a  great  many  feminine  nouns  ending  in  ess  or 
ix.     Only    a    few  of    them   have   any    currency   at  present. 
Instead  of  authoress,  poetess,  etc.,  the  words  author,  poet,  etc. 
are  now  in  use  as  either  masculine  or  feminine.     The  titles 
baroness,   countess,    empress,    duchess,   marchioness^   and   a   few 
others  are  still  in  good  use.     Besides  these,  such  nouns  as 
heiress,  .goddess,  hostess,  Jewess,  actress,  enchantress,  governess, 
mistress,  negress,  murderess,  seamstress,  tigress,  executrix,  testa- 
trix, and  some  others  are  occasionally  seen  in  modern  litera- 
ture.     The  tendency  to  avoid  feminines  in  ess  and  ix  is 
increasing. 

101.  Progressive  Passive  Forms  of  Verbs. — Many 
critics  have  strenuously  objected  to   such  passive  forms  as 
is  being  btiilt,  was  being  built,  urging  that  they  are  recent 
and  without  the  warrant  of  good  authority.     One  argument 
against   these   expressions  is   that  it   is   absurd  to  join  the 
present   participle  being  to  the  perfect  participle  built.     On 
this  subject  Richard  Grant  White  says: 

"To  say,  therefore,  that  a  thing  is  being  done  is  not  only 
to  say  (in  respect  of  the  last  two  participles)  that  a  process 
is  going  on  and  is  finished,  at  the  same  time,  but  (in  respect 
of  the  whole  phrase)  that  it  exists  existing  finished;  which 
is  no  more  or  other  than  to  say  that  it  exists  finished,  is 
finished,  is  done;  which  is  exactly  what  those  who  use  the 
phrase  do  not  mean.  It  means  that  if  it  means  anything; 
but  in  fact  it  means  nothing,  and  is  the  most  incongruous 
combination  of  words  and  ideas  that  ever  attained  respect- 
able usage  in  any  civilized  language." 


§4  CORRECT  AND  FAULTY  DICTION  41 

On  the  other  hand,  many  authorities  defend  this  construc- 
tion, and  insist  that  it  supplies  a  real  want  in  our  language. 
Even  if  it  is  an  incongruous  combination,  as  Mr.  White  says, 
nobody  misunderstands  the  meaning.  7  was  shaving  and 
7  was  being  shaved,  He  is  bleeding  and  He  is  being  bled  are 
perfectly  intelligible,  and  after  all  is  said,  intelligibility  is 
the  important  thing  to  be  sought  in  the  use  of  language. 

102.  The  Subjunctive  Mode. — The  subjunctive  mode 
is  used: 

1.  When  doubt,  or  a  condition  of  things  contrary  to  the 
fact,  is  implied  by  a  subordinate  clause;  as, 

If  I  were  sure  of  his  honesty,  I  would  engage  him.  (The  implica- 
tion is  that  I  am  not  sure  of  his  honesty.) 

Had  he  been  killed,  his  father  would  have  died  of  grief.  (This  is 
equivalent  to  denying  that  he  was  killed.) 

If  the  day  had  been  stormy,  I  should  not  be  here.  (The  meaning  is 
that  the  day  is  not  stormy.) 

2.  To  express  a  wish — a  desire  that  something  might  be 
that  is  not;  as, 

Would  it  were  mine  =  I  wish  that  it  were  mine. 

3.  To  express  a  mere  supposition;  as,  • 

If  your  salary  were  increased,  you  could  afford  it. 

4.  To  denote  a  future  uncertainty;  as, 

If  it  snow,  I  shall  be  surprised. 
Should  he  come,  I  shall  let  you  know. 

5.  To  express  an  intention  not  yet  carried  out;  as, 
The  publisher  orders  that  you  be  required  to  pay  the  cost. 

103.  Use  of  H<ul  JRatJter,  Had  Setter. — For  several  cen- 
turies authorities  have  been  disputing  as  to  the  correctness  of 
had  followed  by  rather  or  better.    Although  the  majority  of  the 
critics  have  pronounced  in  favor  of  should  or  would  instead 
of  had,  yet  nearly  every  eminent  writer  has  shown  a  prefer- 
ence for  the  stronger  idiomatic  forms  with  had.      This  is 
perhaps  due  to  the  fact  that  it  is  not  always  easy  to  decide 
between  would  and  should.     Both  rather  and  better  indicate 
the  preference  of  the  writer  or  speaker,  and  so  bar  the  use 


42  CORRECT  AND  FAULTY  DICTION     ,        §  4 

of  would;   so  that  both  would  rather  and  would  better  must 
be  regarded  as  tautological.     A  certain  critic  says: 

"Had  rather  and  had  better  are  thoroughly  established 
English  idioms  having  the  universal  popular  and  literary 
sanctions  of  centuries.  ...  In  all  ordinary  cases  had 
rather  has  the  advantage  of  being  idiomatic  and  easily  and 
universally  understood." 

104.  Who,  Which,  and  That. — Many  authorities  insist 
that  who  or  which  should  not  introduce  restrictive  clauses; 
that  is,  clauses  that  are  mere  modifiers.  For  such  clauses, 
the  proper  relative  is  that.  It  should  perhaps  be  explained 
that  clauses  are  either  restrictive  or  coordinate. 

A  restrictive  clause  is  one  that  does  the  work  of  a  mere 
modifier. 

A  coordinate  clause  is  a  clause  of  rank  equal  to  that  of  a 
leading  or  principal  clause.  It  usually  adds  some  circum- 
stance and  may  be  appositive,  explanatory,  or  a  mere  after- 
thought. 

Restrictive  clauses:  the  rope  that  was  made  of  Manila  (Manila  rope) 
was  not  so  strong  as  the  cable  that  was  made  of  steel  (steel  cable.) 
The  man  that  hesitates  (hesitating  man)  is  lost. 
Coordinate  clauses:  The  officer,  who  is  my  coustn,was  very  attentive. 
His  wealth,  which  was  great,  did  not  surpass  that  of  his  partner. 
Ice,  which  is  frozen  water,  forms  at  32°  Fahrenheit. 

In  the  first  sentence  the  clause  in  Italics  is  a  mere  adjective 
modifier  of  rope;  similarly,  the  italicized  clause  in  the  second 
sentence  is  an  adjective  modifier  of  man.  Clauses  so  used 
are  restrictive,  and  as  a  general  rule  they  should  begin  with 
the  relative  that.  To  this  rule,  however,  there  are  some 
exceptions. 

1.  When  the  antecedent  has  a  demonstrative  modifier,  the 
restrictive  clause  should  begin  with  who  or  which. 

This  man  who  asks  for  an  interview  is  a  foreigner. 
Those  potatoes  which  were  dug  yesterday  are  for  sale. 
That  train  which  just  swept  by  is  the  Empire  State  Express. 
Yonder  mountain  which  you  see  in  the  distance  is  Pike's  Peak. 

In  such  sentences  the  antecedent  is  sufficiently  definite. 


§4          '    CORRECT  AND  FAULTY  DICTION  43 

2.  When  a  relative  clause  is  separated  from  its  antecedent 
by  intervening  elements,  it  should  begin  with  who  or  which. 

The  debt  of  lasting  gratitude  which  I  owe  you  for  many  favors  can 
never  be  repaid. 

A  gentleman  of  the  old  school  who  was  acquainted  with  Henry  Clay 
resides  in  that  house. 

The  house  of  seven  gables  which  you  built  by  the  seashore  can  be 
seen  from  this  point. 

Such  sentences  are  often  ambiguous  on  account  of  the 
distance  of  the  relative  from  its  antecedent. 

3.  When  a  noun  not  the  antecedent  is  likely  to  be  mistaken 
for  the  antecedent,  use  who  or  which. 

That  girl  petting  the  dog,  who  looks  so  happy,  is  my  niece. 
The  tree  loaded  with  fruit,  which  shades  the  house,  is  a  pear  tree. 
It  is  the  demand  of  the  buyer  which   regulates   the  supply  of  a 
commodity. 

These  sentences  are  faulty  in  arrangement.     Better  thus: 

That  girl  who  is  petting  the  dog  and  who  looks  so  happy  is  my  niece. 
The  tree  that  shades  the  house  and  is  loaded  with  fruit  is  a  pear  tree. 
The  supply  of  a  commodity  is  regulated  by  the  buyer's  demand. 

4.  Use  only  who  or  which  clauses  after  proper  nouns. 

Caesar,  who  was  both  an  orator  and  statesman,  was  also  a  great 
military  leader. 

Have  you  read  the  story  of  Socrates,  whom  the  Athenians  poisoned 
with  hemlock? 

He  praised  the  city  of  Boston,  which  many  persons  believe  to  be  the 
Athens  of  America. 

5.  To  avoid  a  succession  of  words  beginning  with  //z,  use 
who  or  which  in  preference  to  that. 

I  do  not  enjoy  those  things  which  (not  that}  must  be  obtained  by 
unfair  dealing  (better  still,  things  that  must,  etc.). 

Those  who  (not  that}  are  never  sure  of  anything. 

We  are  not  at  liberty  to  reveal  that  which  (not  that  that}  was  done. 
(Better,  what  was  done. ) 

Have  you  read  that  book  which  (not  that}  lies  on  the  table?  (Better, 
the  book  that,  etc.) 

105.  The  question  of  preference  as  to  relative  pronouns 
must  usually  be  determined  by  the  ear  rather  than  by  rule. 
In  general,  it  is  better  that  restrictive  clauses  should  be 


44  CORRECT  AND  FAULTY  DICTION  §4 

introduced  by  that;  but  when  no  ambiguity  results  from  the 
use  of  who  or  which  in  such  clauses,  and  when  to  use  one  of 
these  relatives  gives  smoothness  and  harmony  to  a  sentence, 
who  or  which  should  be  preferred  to  that.  As  a  general  rule, 
however,  it  is  better  to  use  relatives  as  little  as  possible. 

The  author  of  a  well-known  book  treating  of  the  use  of 
words,  punctuation,  etc.  makes  this  statement:  "I  have 
some  satisfaction  in  reflecting  that  in  editing  the  Greek  text 
of  the  New  Testament  I  destroyed  more  than  a  thousand 
commas,  which  prevented  the  text  from  being  properly 
understood."  If  the  author's  words  are  taken  literally,  the 
meaning  is  that  his  own  action  prevented  the  text  from 
being  properly  understood.  In  this  sentence,  which  and  the 
comma  immediately  preceding  should  be  replaced  by  that, 
making  the  last  portion  of  the  statement  "a  thousand  commas 
that  prevented  the  text  from  being  properly  understood." 

Who  cannot  be  used  correctly  in  referring  to  things  and 
animals;  either  that  or  which  must  be  used.  But  as  there  is 
no  possessive  form  for  that  or  which  it  is  occasionally  neces- 
sary to  use  whose  where  the  reference  is  to  animals  and 
things,  as, 

The  horse  whose  leg  was  broken. 

It  is  permissible  to  omit  that  from  sentences  like  the 
following: 

I  think  that  1  shall  go. 

That  is  often,  however,  essential  to   good  construction. 

The  book  I  saw  (insert  that  before  /) . 

106.  Two  Thats  to  Introduce  a  Clause. — Do  not  use 

that  twice  to  introduce  a  dependent  clause. 

He  promised  that  as  soon  as  all  his  preparations  were  made  that  he 
would  begin  the  advance  movement. 

The  speaker  asserted  that  if 'honesty  is  the  best  policy  that  the  world 
is  rilled  with  persons  that  are  practicing  the  worst  policy. 

The  second  that  in  these  sentences  should  be  omitted. 

107.  Than  Who  or  Than  Wliom. — There  has  been  much 
disputing  among  grammarians  concerning  the  use  of  who  or 


§4  CORRECT  AND  FAULTY  DICTION  45 

whom  after  than.  The  weight  of  authority  favors  than  whom, 
but  the  general  opinion  is  that  the  construction  is  awkward 
and  pedantic,  although  it  is  found  in  the  writings  of  such  mas- 
ters of  style  as  Milton,  Pope,  Byron,  Landor,  and  Thackeray. 
T.he  following  is  an  example: 

He  was  related  to  Washington,  than  whom  no  greater  patriot 
ever  lived. 

Though  the  construction  cannot  be  condemned  as  incorrect, 
it  should  be  avoided. 

108.  Who  or  WJiom. — The  two  pronouns  who  and  whom 
are  frequently  confounded,  especially  in  interrogative   sen- 
tences.    In  the  following  sentences  the  correct  pronoun  is 
in  parentheses: 

Whom  (who)  did  you  think  he  was? 
Who  (whom)  did  you  think  him  to  be? 
Who  (whom)  did  the  convention  nominate? 
You  could  never  guess  whom  (who)  it  was. 

109.  Double  Negatives. — Two  negatives  in  the  same 
clause  usually  have  the  effect  of  destroying-  each  other  and 
of  leaving  the  clause  affirmative.     One  of  the  negatives  may 
be  only,  hardly,  but,  scarcely,  barely. 

He  couldn't  never  (could  never)  learn  to  be  concise. 

The  governor  shouldn't  have  (should  have)  but  one  term. 

Nobody  couldn't  {nobody  could)  imagine  the  horror  of  the  situation. 

I  can't  (can)  scarcely  make  out  what  they  are  doing. 

I  didn't  know  nothing  (say  didn't  know  anything)  about  it. 

For  my  part  I  love  him  not,  nor  hate  him  not.  (For  my  part  I  love 
him  not,  and  hate  him  not.} 

There  is  nothing  more  admirable  nor  more  useful.  (Nothing  is 
more  admirable  or  more  useful.) 

110.  The  Superlative  Decree  for  the  Comparative. 

When  two  things  are  compared,  the  comparative  degree 
should  be  used;  when  three  or  more,  the  superlative. 

Cheltenham  is  the  heavier  of  the  two  types. 
Post  is  the  heaviest  display  letter  in  the  shop. 
This  is  a  better  piece  of  goods. 
This  is  the  best  piece  iu  the  lot. 


46    .          CORRECT  AND  FAULTY  DICTION  §4 

111.  Participles  Modified  by  Very.— The  adverb  very 
should  never  be  joined  directly  to  a  participle  unless  the 
participle  is  used  as  a  mere  adjective.     Thus,  it  is  proper  to 
say  very  tired,  very  pleasing,  very  saving,  but  not  to  say  very 
grieved,    very    disturbed,    very    satisfied,    very    loved.       Such 
expressions  as  very  grieved,  etc.  require  that  an  adverb  be 
interposed,  of  which  very  becomes  a  modifier;  as,  very  much 
grieved,  very  annoyingly  disturbed,   very   soon  satisfied,   very 
tenderly  loved. 

112.  Correlatives.— A  few  pairs  of  words  are  called 
correlatives,  because  each  relates  to  the  other.     The  fol- 
lowing is  nearly  a  complete  list  of  them: 

as as  if then 

as so  whether or 

both and  so as 

either or  such as 

neither nor  such that 

so that  not  only     .    .  but  also 

though  ;    .    .    .    .     yet 

As  many  as  are  going  will  please  hold  up  the  right  hand.  As  two 
is  to  four  so  is  three  to  six.  Whether  you  win  or  lose,  you  lose. 

113.  Capitalizing  Subordinate  Elements. — A  sub- 
ordinate element  should  not  be  cut  off  and  capitalized  as  if  it 
were  a  complete  sentence. 

Incorrect:  He  bought  a  great  deal  of  furniture.  Thus  enabling  the 
store  to  advertise  the  largest  stock. 

Correct:  He  bought  a  great  deal  of  furniture,  thus  enabling  the 
store  to  advertise  the  largest  stock. 

114.  Use  of  Too  Many  Modifying  Elements. — One 

of  the  most  difficult  things  in  composition  is  the  proper  dis- 
position of  modifying  words,  phrases,  and  clauses.  Long, 
loose  sentences  filled  with  verbal  odds  and  ends  are  usually 
cloudy  and  weak.  The  following  is  an  example: 

Regarding  the  advertising  book,  probably  the  only  plan  we  would 
consider  would  be  to  arrange  for  the  publishing,  you  to  pay  all  costs, 
and  in  consideration  of  the  advantages  of  having  the  work  put  out 
under  our  imprint  and  with  a  view  to  sharing  in  the  profits  of  the 
sales  afterwards. 


§4  CORRECT  AND  FAULTY  DICTION    .  47 

The  remedy  here,  as  in  all  similar  cases,  is  to  break  up 
and  recast  the  sentence. 

Probably  the  only  plan  we  would  consider  for  the  publishing  of  the 
advertising  book  would  require  you  to  pay  all  costs.  This  we  think 
you  could  afford  to  do,  In  view  of  the  advantage  of  having  the  work 
put  out  under  our  imprint  and  considering  that  you  would  share  in 
the  profits  of  the  sales. 

The  introduction  in  the  original  sentence,  "Regarding  the 
advertising  book,"  is  superfluous  and  can  be  advantageously 
omitted,  as  can  most  hackneyed  introductions,  such  as 
"Replying  to  your  favor,"  etc. 

115.  Use  of  Too  Many  Subordinate  Clauses. — There 
is  no   objection   to   a  sentence  that  contains  two  or  more 
subordinate  clauses  depending  on  the   same  element.     If, 
however,  a  subordinate  clause  is  followed  by  other  clauses 
depending    on    it,  the    thought   is    likely  to  be  led  so  far 
from  the  central  idea  that  unity  will  be  destroyed.     Note  the 
following  example: 

This  binding,  though  low-priced,  is  durable,  which  quality  is  more 
important  than  appearance,  which  is  often  temporary.  Better,  This 
binding,  though  low-priced,  is  durable.  Durability  is  more  important 
than  appearance;  appearance  is  often  temporary. 

116.  The  Squinting  Construction. — If  any  element 
of  a  sentence  is  so  placed  as  to  look  both  ways,  that  is,  if  it 
may  be  as  readily  connected  in  meaning  with  what  precedes 
as  with  what  follows,  the  construction  is  said  to  be  squinting. 
This  construction  is   a  source   of  frequent  ambiguity,  and 
although  the  meaning  intended  may  usually  be  made  out,  the 
fault  is  none  the  less  serious.     In  speech,  ambiguity  from 
misplaced  words  is  usually  prevented  by  the  tones  of  the 
voice,  but   a   writer   has   no    such    assistance.     He   should 
arrange  the  parts  of  his  sentences  in  such  manner  that  his 
meaning  cannot  be  misunderstood. 

The  following  are  some  examples  of  the  squinting 
construction. 

Remember  always  to  observe  the  golden  rule. 

Tell  him  in  the  morning  to  report  at  my  office. 

Ask  him,  if  he  is  in  the  building,  to  consult  with  the  superintendent. 


48          ,    CORRECT  AND  FAULTY  DICTION  §  4 

In  each  of  these  sentences,  the  italicized  modifiers  may  be 
understood  as  modifying  either  an  element  that  precedes  or 
one  that  follows.  The  remedy,  of  course,  is  to  put  the 
modifier  where  it  belongs. 

In  the  following  sentence  the  construction  may  be  said  to 
be  squinting,  though  the  modifier  is  at  the  end. 

This  tobacco  is  sold  direct  by  mail  to  smokers  in  perfect  condition. 

Of  course  the  writer's  meaning  is  that  the  tobacco  is  sold 
in  perfect  condition — not  to  smokers  that  are*  in  perfect 
condition. 

117.  Repetition  of  Words. — When  repetition  empha- 
sizes, it  is  an  aid  to  effective  composition,  but  in  a  sentence 
like,  "The  last  mail  mailed  you,"  either  the  word  sent  or 
forwarded  should  be  used  instead  of  mailed. 

Since  we  have  had  several  rainy  days  since  the  sale  began.  Better, 
As  we  have  had  several  rainy  days  since  the  sale  began. 

Unless  much  care  is  used,  a  writer  will  often  use  the  same 
word  three  or  four  times  in  one  sentence  when  monotony 
could  easily  be  avoided  by  the  use  of  other  words.  The 
reading  of  copy  aloud  will  aid  in  detecting  these  useless 
repetitions. 

118.  Redundant  Adjectives. — Inexperienced  writers 
are  prone  to  use  too  many  adjectives,  and  good  writers  fre- 
quently employ  them  with  nouns  in  such  way  as  to  result  in 
tautology. 

Mutual  reciprocity  in  trade  between  the  United  States  and  France. 
Habitual  custom  of  the  country. 
Mere  capital  alone  is  not  enough. 

In  each  of  these  examples  the  first  word  in  Italics  is 
superfluous. 

119.  Verbose  Expressions. — The  following  examples 
show  how  expressions   may   sometimes  be   shortened  and 
improved   by    dropping   useless   words    or  by   substituting 
simple  words.     The  words  that  may  be  dropped  or  changed 
are  in  Italics. 


§4  CORRECT  AND  FAULTY  DICTION  49 

Every  now  and  then.  Lower  limbs — legs. 

Population  of  10,000  people.  Inclement  weather — rain  or  snow. 

Nobody  else  but  he.  In  the  near  future — soon. 

Still  continued  on.  At  the  present  time — now. 

Olfactory  organ — nose.  Cooperate  together. 

Pecuniary  liabilities — debts.  Serious  conflagration — big  fire. 

It  should  not  be  inferred  that  all  of  the  foregoing  expres- 
sions are  incorrect.  There  are  times,  for  example,  when 
at  the  present  time  would  be  preferable  to  the  single  word 
now,  and  there  are  proper  uses  for  such  expressions  as 
pecuniary  liabilities  and  olfactory  organ,  but  as  the  advertiser 
has  to  pay  for  every  line  of  space  used,  it  is  to  his  interest 
to  be  concise  when  he  can  be  concise  without  sacrificing  any 
other  quality. 

120.  Slang  and  Clipped  Words. — The  clipping  of 
words  is  a  natural  tendency  of  languages.  These  shortened 
forms  are  at  first  slang,  but  many  of  them  succeed  in  gaining 
acceptance.  The  following  are  some  examples  of  clipped 
words: 

1.  In  Good  Usage. 

cab,  from  cabriolet; 

chum,  from  chamber-fellow  or  chamber-mate; 

mob,  from  mobile  vulgus  (the  fickle  rabble); 

van,  from  vanguard  (a  contracted  form  of  the  French  avant  guard}. 

fence,  from  defence; 

gin,  from  Geneva; 

rum,  front  rumbullion; 

proxy,  from  procuracy; 

wag,  from  waghalter  (deserving  to  be  hanged); 

curio,  from  curiosity; 

proctor,  from  procurator; 

piano,  from  pianoforte; 

gill,  from  Gillian  (i.  e.,  Juliana); 

kilo,  from  kilogram. 

2.  In  Colloquial   Usage.  —  College   students  have  a  rich 
fund  of  clipped  words  and  slang. 

supe,  for  superintendent; 
prex,  for  president; 
prof,  for  professor, 
exam,  for  examination; 


50  CORRECT  AND  FAULTY  DICTION  §4 

prelim,  for  preliminary  examination; 

sat,  unsat,  bone,  plug,  flunk,  spuds,  gym,  varsity,  co-ed,  preps, 
plebe,  for  plebeian. 

Besides  these,  there  are  thousands  of  clipped  and  slang 
words  never  seen  in  careful  composition. 

Pants,  phiz,  gents,  cits,  fib,  zoo,  loony,  biz,  coon,  pub,  confab. 

Such  words  as  nifty,  nobby,  natty,  swell,  swagger,  and  chic  are 
much  overused  and  should  be  avoided  except  when  appealing 
to  the  class  of  people  that  prefer  the  goods  commonly 
known  as  "swell,"  "swagger,"  etc.  Do  not  be  too  ready 
to  adopt  such  newly  coined  words  as  adtorney  and  typeology. 
They  smack  of  affectation  or  oversmartness.  While  a  fresh, 
breezy  style  is  not  objectionable  in  advertising,  it  is  better 
that  the  writer  should  not  continually  strive  for  novelty  or 
cleverness.  If  his  work  shows  a  general  tendency  to  be 
clever  or  smart,  the  conservative,  earnest  advertiser  to 
whom  he  applies  may  be  repelled  rather  than  attracted;  and 
the  public  may  be  likewise  unfavorably  impressed. 

121.  Trite  Expressions. — There  are  many  expressions 
that  are  used  so  commonly  that  they  make  language  trite. 
It  is  a  common  fault  of  inexperienced  writers  to  make  use 
of  expressions  of  this  kind.     The  following  are  some  exam- 
ples: 

Method  in  his  madness;  monarch  of  all  he  surveys;  long-felt  want; 
along  these  lines;  when  ignorance  is  bliss;  your  kind  favors. 

By  avoiding  such  overused  phrases  and  expressions  the 
writer  will  make  his  language  more  entertaining. 

122.  Poetical    Words    in    Prose. — There    are    many 
words  like  'mtd,  ere,  save,  and  oft  that,  while  appropriate  in 
poetical  composition  and  fiction,  savor  of  affectation  or  "fine 
writing"  when  used  in  commercial  literature.     Such  words 
should  not,  therefore,  be  used  in  advertisements  or  letters. 

123.  Inappropriate  Words. — Such  a  word  as  environ- 
ment is  a  good  word,   yet  it  would  not  be  appropriate  to 
refer  to  the  environment  of  a  horse.     Grandeur  could  be 
used,  with  good  taste,  in  speaking  of  a  sunset,  but  the  word 


§4  CORRECT  AND  FAULTY  DICTION  51 

would  be  out  of  place  if  used  in  connection  with  some  insig- 
nificant subject.  Therefore,  great  care  should  be  exercised 
in  choosing  words,  so  as  to  avoid  this  inappropriateness. 

124.  Inconsistent  Similes,  or  Metaphors. — Be  con- 
sistent in  the  use  of  similes  or  metaphors. 

Incorrect:  He  has  a  stormy  sea  to  travel.  He  will  have  to  blast 
many  rocks  out  of  his  road. 

Correct:  He  has  a  stormy  sea  to  travel.  He  will  have  to  ride  some 
high  waves. 

Ad-writers  frequently  use  such  expressions  as  An  ava- 
lanche of  bargains,  A  flood  of  low  prices,  etc.  A  stock-cut 
company  offers  for  sale  a  large  illustration  of  many  pieces 
of  furniture  tumbling  over  the  brink  of  Niagara.  Even  if 
such  expressions  and  illustrations  make  impressions,  it  is 
doubtful  whether  the  impressions  are  of  the  most  favorable 
kind.  

COMMON  ERRORS 

125.  Ability,    Capacity. — Physical  or  mental  power, 
especially  the  power  to  plan  and  execute,  is  ability.     Capacity 
is    power  to  receive.     A  mind  or  a  cask  has  capacity,  the 
word   being   derived  from  the    Latin  capax,   which  means 
roomy,  spacious. 

He  has  a  great  capacity  (say  faculty)  for  mimicry  and  story  telling. 

The  following  is  a  correct  use  of  capacity: 

He  has  a  great  capacity  for  dates,  scientific  names,  and  mathematics. 

The  following  sentence  illustrates  the  correct  use  of  ability: 
He  has  the  ability  to  do  what  he  says  he  can  do. 

126.  Above. — The  word  above  should  not  be  used  as  a 
noun,  nor  should  it  be  used  as  an  adjective  unless  the  noun 
that  above  modifies  is  actually  above.     Writers  often  make  a 
reference  like  the  above  statement,  when  the  statement  referred 
to  appears  on  another  page. 

If  the  above  (say  foregoing)  statement  is  correct,  you  are  in  the 
wrong. 

Should  the  above  meet  your  approval,  I  should  be  pleased  to  hear 
from  you. 


52  CORRECT  AND  FAULTY  DICTION  '   §4 

In  every  such  case  it  is  better  to  use  one  of  the  following: 

The  foregoing  opinion,  paragraph,  proposition,  etc.;  the  statement 
made  or  given  above;  the  preceding  suggestion;  the  principle  stated 
above;  etc. 

127.  Accept,   Except. — The    words    accept  and  except 
are    frequently   confounded.     The    former   term    means    to 
take  willingly  when  offered;  as,  to  accepts,  favor,  or  an  office. 
Except,  as  a  verb,  means  to  leave  out  or  exclude. 

He  is  forbidden  to  except  (say  accept]  presents. 

The  word  except  means  also  to  object,  and  in  this  sense  it 
is  followed  by  to;  as, 

Do  you  except  to  my  statement?  Do  you  take  exception  to  my 
decision? 

128.  Aggravate,  Irritate. — The  word  aggravate  should 
not  be  used  instead  of  irritate.     Aggravate  means  to  make 
more  serious,  to  intensify;  irritate  means  to  cause  annoyance 
or  fretting. 

The  prattle  of  children  irritates  the  sick. 
Sickness  greatly  aggravates  the  ills  of  poverty. 

129.  Ain't. — There    is    no  such  word    in   the   English 
language  as  ain't.     Use  isn't  or  are  not. 

130.  All  Right. — Alright  is  frequently  written  for  all 
right.     There  is  no  such  word  as  alright. 

131.  Alleged. — The  word  alleged  is  often  used  where 
said  to  is  a  simpler  and  better  expression. 

He  is  alleged  (say  said),  to  have  gone  there. 

132.  Allow,  Said. — Do  not  use  allow  for  said. 
He  allowed  (say  said)  that  his  work  was  good. 

133.  Allude,  Mention. — Allude  means  to  treat  lightly, 
merely  to   hint  at;  mention   is  a  stronger  term    and    means 
specific  naming. 

The  speaker  alluded  to  the  remissness  of  certain  officials,  though 
he  mentioned  no  names. 

134.  Amount  To. — Use  amount  to  when  referring  to 
totals. 


§4  CORRECT  AND  FAULTY  DICTION  53 

The  subscriptions  amounted  to  (not  totaled  or  aggregated)  $400. 
But  it  is  correct  to  say: 

The  subscriptions  amounted  in  the  aggregate  to  $400. 
-    135.     Ante,  Anti. — Ante  means  before;  anti,  against. 

136.  Anticipate,     Expect,     Suppose. — Do    not    use 

anticipate  for  expect,  and  do  not  use  expect  for  suppose. 
Expect  refers  only  to  the  future;  suppose,  to  the  past,  present, 
and  future. 

I  anticipate  (say  expect}  that  he  will  come. 

I  expect  (say  suppose)  you  have  received  the  check. 

The  following  sentence  illustrates  the  correct  use  of 
anticipate: 

We  anticipate  having  a  pleasant  time. 

137.  Any,  At  All. — Use  at  all  for  any  in  sentences  like 
the  following: 

He  could  not  hear  any. 

138.  Anxious,  Desirous. — Do  not  use  anxious  unless 
there  is  some  anxiety.     The  word  desirous  usually  expresses 
the  meaning  more  nearly. 

139.  Appreciate. — The    exact    meaning    of    the   word 
appreciate  is  to  be  fully  aware  of  the  value  or  importance  of 
something. 

I  appreciate }?our  gift,  your  kind  words,  and  what  you  have  done. 
English  and  American  writers  are  appreciated  in  Russia. 

It  is  somewhat  redundant  to  say  appreciate  highly,  but  we 
may  value  or  prize  highly. 

Appreciate  has  also  a  meaning  opposite  to  that  of 
depreciate. 

Since  the  war,  the  price  of  all  kinds  of  goods  has  appreciated. 

140.  Apt,  Likely. — Apt  is  often  used  where  likely  is 
the  better  word.     Apt  means  "having  a  natural  tendency." 

He  is  likely  (not  apt)  to  leave  at  any  time. 

141.  As,  Like,  That.— Write  Do  as  I  do,  not  Do  like  I 
do.     Substitute  that  for  as  in  Not  as  I  know  of. 


54  CORRECT  AND  FAULTY  DICTION  §4 

142.  As,  Than. — The  use  of  both  as  and  than,  or  so  and 
than,  in  comparisons  often  results  in  awkward  sentences. 

We  have  as  much  money,  if  not  more,  than  they  have. 
If  the  brown  piece  is  not  so  pretty  as,  it  is  at  least  more  durable 
than  the  blue. 

These  sentences  should  be  rearranged  and  slightly  changed 
in  wording. 

We  have  as  much  money  as  they  have;  perhaps  more. 
If  the  brown  piece  is  not  so  pretty  as  the  blue,  it  is  at  least  more 
durable. 

Omit  as  from  equally  as  well. 

143.  As  Regards,  In  Regai'd. — Write  in  regard  to  or 
regarding,  not  as  regards. 

144.  As  Though,  As  If. — Although  many  good  writers 
use  as  though,  grammatical  authorities  favor  as  if  in  sentences 
like  the  following: 

He  walks  as  though  (say  as  if)  he  were  lame. 

145.  Afe  Well  As,  And. — Where  as  well  as  is  used  as  a 
substitute    for   and,  the  verb    should    agree    with    the    first 
subject. 

Lee's   men,    as   well  as   Lee   himself,   were  compelled    to  endure 
privations. 

Industry  as  well  as  frugality  is  essential  to  success. 

146.  Audience,    Spectators. — An    audience    is    an 
assemblage  of  listeners;  spectators  are  those  who  look. 

147.  Avocation,  Vocation. — The  word  vocation  means 
one's  main  calling  or  business  of  life;  avocation  means  a  diver- 
sion from  one's  business — music,  society,  the  theater,  etc. 

148.  Aught,    Naught. — Aught    means    "anything"; 
naught  means  "nothing"  and  is  a  name   for   the   cipher  0. 
Aught  is  often  erroneously  used  for  naught. 

149.  Awful. — The  word  awful  has  a  place  in  the  Eng- 
lish language,  but  it  is  greatly  abused.     Do  not  say  awful 
funny,  or  awfully  nice. 


§4  CORRECT  AND  FAULTY  DICTION  55 

150.  Bad,  Badly. — The  words  bad  and  badly  are  much 
overused.     Severe,  seriously,  &n& poorly  are  often  better  words. 

That  was  a  bad  (say  serious)  mistake. 

151.  Balance,     Rest,     Remainder. — Richard     Grant 
White  says:   "Balance  in  the  sense  of  rest,  remainder,  residue ', 
remnant  is  an  abomination."     Balance  is  correctly  used  to 
denote  the  difference  between  the  credit  and  debit  sides  of 
an  account. 

With  a  part  of  his  inheritance  he  purchased  an  estate;  the  balance 
(say  rest,  remainder)  he  invested  in  bonds. 

The  balance  (say  remainder}  of  the  time  was  wasted. 

152.  Besides,    Beside. — The    following    sentences 
illustrate  the  correct  use  of  beside  and  besides, 

She  sat  down  beside  him.     Besides  money,  he  owned  property. 

153.  Between,  Among. — The  prepositions  between  and 
among  are  often  confounded.     The  former  should  refer  to 
two  persons  or  things,  the  latter  to  more  than  two. 

The  relations  among  (not  between)  the  members  of  the  family  were 
at  all  times  pleasant. 

There  is  not  the  slightest  difference  in  quality  between  the  two 
wagons. 

There  were  just  thirty  pickets  between  every  post  (between  adjacent 
posts) . 

The  copy  was  quickly  divided  among  the  five  compositors. 

154.  Big,  Great. — The  word  big  applies  more  particu- 
larly to  proportions.     A  man  may  be  big  and  yet  be  far 
from  being  a  great  man. 

155.  Blame  It  On. — The  expression  blame  it  on  is  not 
good  usage. 

He  blamed  it  on  his  assistant.  Better,  He  blamed  (or  accused  or 
suspected]  his  assistant. 

156.  Both,  Each,  Every,  All. — When  two  persons  or 
things  are  thought  of  as  acting  or  being  together,  of  acting 
harmoniously,    both    is    better    than  each.     But   if    they    act 
separately,    first   one   and    then   the    other,   or  if    they    are 
antagonistic  or  inharmonious,  each  is  to  be  preferred. 


56  CORRECT  AND  FAULTY  DICTION  §4 

Each  day  as  it  came  brought  hard  work. 
Each  of  the  two  had  his  work  to  do,  and  both  were  skilful. 
Every  day  of  my  life  is  fully  occupied,   and  each  day  brings  its 
worry  and  disappointment. 

Both  sisters  were  beautiful,  and  each  had  many  friends. 

Both  should  be  omitted  from  a  sentence  like  the  following: 
They  were  both  alike. 

When  more  than  two  persons  or  things  are  referred  to, 
each  is  ^used  if  they  are  taken  distributively — first  one  and 
then  another  until  all  are  taken.  Every,  like  each,  takes  all 
without  exception,  but  it  is  less  specific  and  marks  single 
individuals  less  distinctly  than  does  each.  All  considers  the 
units  as  making  up  a  total  that  is  treated  as  a  unit;  it  takes 
the  units  collectively,  not  distributively  like  each  and  every. 

Each  person  fared  differently,  although  all  were  equally  blamable. 
All  men  are  sinners  and  every  man  must  answer  for  his  sins. 
All  men  love  praise,  but  not  every  man  deserves  praise. 

Do  not  multiply  these  words,  thus: 

Each  and  every  one  of  you,  one  and  all  of  them,  each  and  all  of 
you.  Say,  rather,  each  of  you,  every  one  of  you,  all  of  you. 

157.  Brevity,  Conciseness. — The  word  brevity  implies 
shortness,  but  an  article  may  be  concise  and  still  not  brief. 

158.  But  That,   But   What,   That. — Do   not  use   but 

that  or  but  what  for  that,  as  in  the  following  examples: 

I  had  no  doubt  but  what  he  would  be  on  time  (say  no  doubt  that) . 
We  have  no  fear  but  that  they  will  win  the  game  (say  fear  that  they 
will  lose  the  game;  or  fear  that  they  will  not  win  the  game) . 

159.  Calculate.— The    word    calculate    is    often    used 
erroneously  for  expect,  intend,  purpose,  or  plan. 

He  calculates  (say  expects)  to  get  the  contract. 

160.  Canvas,    Canvass. — Canvas   is  a    kind  of  cloth; 
to  canvass  means  to  examine,  debate,  solicit. 

1.61.  Cause,  Reason. — The  cause  of  any  event,  act,  or 
fact  is  the  power  or  agency  that  makes  it  to  be;  the  reason 
of  or  for  it  is  the  explanation  formulated  by  the  human  mind. 
The  following  sentences  are  correct: 


§4  CORRECT  AND  FAULTY  DICTION  57 

Haste  is  the  cause  of  ma~ny  mistakes. 

The  advertiser's  reason  for  refusing  to  pay  was  that  the  copy  was 
weak. 

162.  Carry,  Escort,  Accompany. — It  is  better  to  say 
that  a  young  man  escorted  or  accompanied  a  young  woman, 
and  to  use  carry  in  a  sentence  like  the  following: 

He  was  lifted  and  carried  into  the  hospital. 

163.  Character,  Reputation. — Character  refers  to  the 
combination  of  qualities  that  distinguish  a  man  or  a  thing; 
reputation  is  the  estimation  (of  such  qualities)  held  by  others. 

164.  Cheap,  Low-Priced. — Be  careful  with  the  word 
cheap.     If  you  are  writing  of  your  own  goods,  it  is  better  to 
refer  to  them  as  low-priced. 

165.  Consider. — The  word  consider  means  to  meditate, 
to  deliberate,  to  weigh.      In  a  statement  like,    We  consider 
that  this  is  the  best,  the  word  consider  is  used  where  think 
or    believe   is  the    proper   word.      The    following    sentence 
illustrates  the  correct  use  of  consider: 

All  the  plans  for  the  campaign  were  considered, 

166.  Contemptible,  Contemptuous,. — The  word  con- 
temptible   means    deserving    contempt;    contemptuous    means 
showing  or  expressing  contempt  or  disdain. 

The  fellow  behaved  in  a  contemptible  manner. 
A  contemptuous  sneer  added  to  the  repulsiveness  of  his  face. 

167.  Credible,  Creditable. — The  word  credible  means 
capable  of  being   believed;    creditable   means    deserving    or 
worthy  of  credit,  praiseworthy. 

His  story  was  entirely  credible,  and  we  all  believed  it. 

No  one  would  regard  such  an  act  as  honorable  or  even  creditable. 

168.  Date,  Engagement. — The  word  date  is  a  common, 
vulgar  substitute  for  engagement. 

I  have  a  date  (say  engagement}  with  him. 

169.  Develop. — The  word  develop  should  not  be  used 
in  the  sense  of  expose. 

It  developed  (say  became  known)  that  he  offered  an  extra  discount. 


58  CORRECT  AND  FAULTY  DICTION  §4 

170.  Difficulty,    Obstacle,    Obstruction,    Impedi- 
ment, Encumbrance. — A  difficulty  may  be  a  physical  or 
a  mental  hindrance,  or  both;  an  obstacle  stands  in  the  way; 
an  obstruction  is  an  obstacle  purposely  placed  in  the  way;  an 
impediment  entangles;  an  encumbrance  burdens,  as  a  load. 

To  a  marching  soldier  the  steepness  of  his  road  is  a  difficulty;  trees 
lying  in  the  road  are  obstacles;  if  placed  there  by  the  enemy,  they  are 
obstructions;  his  baggage  is  an  encumbrance;  mud,  briers,  or  dense 
undergrowth  in  his  way  are  impediments. 

We  surmount  or  overcome  difficulties,  remove  or  avoid  obstacles 
and  obstructions,  get  rid  of  or  throw  off.  encumbrances  and  impediments. 

171.  Directly. — The  word  directly  should  not  be  used 
in  the  sense  of  as  soon  as. 

The  copy  was  set  up  as  soon  as  (not  directly)  it  was  received. 

172.  Dirt,   Earth. — Dirt  suggests   filth;   use  earth  or 
{illing  when  referring  to  earth. 

Many  loads  of  earth  (not  dirt)  were  hauled  there. 

173.  Disposal,  Disposition. — The    word    disposal 
should   be   used  when    the  meaning,   power  of  control,  is 
required;  disposition,  when  arrangement  is  meant. 

What  disposition  was  made  of  the  various  illustrations. 
My  time  is  entirely  at  your  disposal. 

174.  Disremember. — The    word    disremember   should 
not  be  used  in  place  of  forget.     Disremember  is  of  colloquial 
origin. 

175.  Dock,  Pier. — A  dock  is  a  water  berth  where  ships 
lie;    it  is  often  misused  for  pier. 

The  steamer  came  into  the  dock  and  was  slowly  pulled  up  to  the  pier. 

176.  Don't,  Doesn't. — For  the  first  and  second  per- 
sons, both  in  the  singular  and  the  plural,  don't  is  the  correct 
contraction;    in  the  third  person  singular,  doesn't  should  be 
used — /  don't,  you  don't,  he  doesn't,  she  doesn't,  it  doesn't,  John 
doesn't. 

Smith  don't  (doesn't)  know  anything  about  it. 

It  don't  (doesn't)  make  any  difference  which  method  you  employ. 

He  don't  (doesn't)  write  clearly  or  interestingly. 


§4  CORRECT  AND  FAULTY  DICTION  59 

177.  Each,  Either,  Both. — The  words  each,  either,  and 
both  are  frequently  confounded.     Either  properly  means  one 
of  two.     A  man  may  fire  either  barrel  of  a  gun  and  reserve 
the  load  in  the  other  barrel;  or  he  may  fire  each  barrel,  first 
one  and  then  the  other;  or,  finally,  he  -may  fire  both  barrels, 
the  implication  being  that  they  are  discharged  as  connected 
parts  of  a  single  act.     Either  is  frequently  used  erroneously 
for  each  or  both. 

There  were  book  shelves  at  either  end  of  the  room.     (Say  both  ends.} 

Each  hat  was  stylish,  and  both  were  low-priced. 

Each  horse  in  turn  was  led  from  the  stable.  I  was  informed  that  I 
might  choose  either;  but  it  was  difficult  to  choose,  for  both  were 
beautiful. 

178.  Each,    Every,   Either,   Neither.— The    distrib- 
utives   each,    every,    either,    and    neither   are    always    in    the 
singular  number. 

Each  brother  saw  his  wealth  wrested  from  him. 

The  following  sentences  from  Thackeray  are  incorrect: 

Neither  of  the  sisters  were  (better,  was)  very  much  deceived. 
Neither  of  my  brothers  do  (better,  does)  anything  to  make  this  place 
amusing. 

These  words  applied  to  one  gender  give  no  difficulty. 

England  expects  every  man  to  do  his  (not  their)  duty. 
Neither  sister  did  well  in  her  studies. 

When  two  genders  are  implied,  the  best  usage  requires  the 
masculine  pronoun. 

Each  writer  must  do  his  (not  his  or  her,  and  not  their)  own  thinking. 
Every  person's  happiness  depends  in  part  on  the  respect  he  (not 
they)  meets  in  the  world. 

This  accords  with  the  practice  of  including  both  sexes 
by  such  terms  as  mankind,  man,  etc.  It  is  occasionally 
necessary  to  indicate  both  sexes  clearly. 

If  a  young  man  or  a  young  woman  is  employed,  he  or  she  is  first 
put  to  work,  etc. 

179.  Either,    Any  One;    The    Latter,    The   Last. — 

When  several  things  are  spoken  of,  it  is  permissible  to  refer 


60  CORRECT  AND  FAULTY  DICTION  §4 

to  certain  of  them  as  the  first,  the  last,  any  one  of  them,  or  any 
of  them.  When  only  two  things  are  concerned,  the  proper 
words  are  the  former,  the  latter,  either,  either  one,  or  either 
of  them. 

Several  men  were  tried  during  the  forenoon;  the  first  was  convicted 
of  robbery,  the  last,  of  assault,  and  the  others  were  acquitted. 

There  are  many  suits  in  this  lot;  you  may  take  any  one  (not  either) 
of  them. 

Both  Smith  and  Jones  were  appointed,  the  former  as  a  policeman, 
the  latter  as  a  watchman. 

You  may  take  either  of  the  two  packages,  and  I  will  take  the  other. 

180.  Elegant,  Delicious,  Excellent. — Elegant  should 
not  be  used   in   the   sense   of  delicious   or   excellent.     Say 
delicious  peaches  not  elegant  peaches. 

181.  Endorse,  Approve,  Affirm. — Do  not  use  endorse 
in  the  sense  of  approve  or  affirm;  as,  I  endorse  his  sentiments. 

182.  Estimate,  Estimation. — An  estimate  is  a  rough 
valuation  placed  on  a  thing. 

An  estimate  of  the  capacity  of  a  bin. 

Estimation  denotes  the  act  of  fixing  an  approximate  value. 
When  the  regard  in  which  one  is  held  by  others  is  meant, 
esteem  is  better  than  estimation. 

The  man  was  held  in  high  estimation  (say  esteem)  by  his  neighbors. 

The  estimation  was  difficult  and  the  estimate  was  low. 

183.  Etc. — Etc.,  an  abbreviation  for  et  cetera,  means  and 
the  rest,  and  may  be  used  properly  in  lists,  schedules,  etc., 
but  write  and  so  on  or  and  so  forth  when  the  meaning  is  that 
of  continuation. 

The  bolts,  nuts,  screws,  etc.  were  shipped. 

He  declared  that  the  price  was  too  high,  that  he  didn't  have  the 
money,  etc.  (Use  and  so  on  for  etc.} 

Do  not  write  etc.,  etc.;  one  etc.  is  enough.  Never  use  &c. 
for  etc.,  nor  such  an  expression  as  and  etc. 

184.  Evident,  Apparent,  Manifest. — Evident  is 
stronger  than  apparent,  while  manifest  implies  that  it  is  plain 
to  the  sight. 


§4  CORRECT  AND  FAULTY  DICTION  61 

185.  Farther,  Further. — The  word  farther  has  refer- 
ence to  actual  distance;  further,  to  continuance. 

He  rode  farther. 
Please  write  further. 

186.  Feminine,   Female,    Masculine,    Male. — Femi- 
nine and  masculine  should  not  be  used  instead  of  female  and 
male.    A  noun  or  a  pronoun  is  of  the  feminine  or  the  masculine 
gender;  a  woman  or  a  man  is  of  the  female  or  the  male  sex. 

A  charming  young  person  of  the  feminine  gender  gave  us  a  hearty 
welcome.     (A  charming  young  woman  gave  us  a  hearty  welcome.) 
Such  conduct  is  a  disgrace  to  the  masculine  sex  {male  sex} . 

187.  First,    Firstly. — First    is    an    adverb    and    may 
therefore  be  used  as  such  with  secondly,  thirdly,  and  finally 
without  the  addition  of  ly. 

188.  Friend,  Acquaintance. — Unless  you  are  sure  that 
some  one  is  a  man's  friend,  refer  to  him  as  an  acqiiaintance \ 

189.  Funds,    Money,    Pecuniary,    Financial. — The 

word  funds  is  occasionally  used  where  money  is  better. 
He  was  entirely  out  of  funds  (say  money} . 

Pecuniary  is  a  better  word  than  financial  unless  reference 
is  made  to  large  monetary  systems  such  as  those  of 
governments. 

It  was  a  financial  (say  pecuniary}  obligation. 

190.  Funny. — The    word   funny    is    greatly    overused. 
The   substitution    of   odd,  curious,   queer,   ridiculoris,   absurd, 
amusing,  laughable,  or  strange  often  improves  the  construction. 

It  is  funny  (say  strange}  that  he  should  refuse. 

191.  Generally,    Usually,    Commonly. — The    word 
generally  is  overused.      Usually,  commonly,  and  other  words 
often  express  the  meaning  better  than  does  generally. 

We  generally  (say  usually}  goes  home  at  noon. 

It  is  an  error  generally  (say  commonly)  seen  in  advertisements. 

192.  Got. — The  word  got  may  be  omitted  from  many 
sentences. 

I  have  got  it.     (Say,  I  have  it.) 

We  have  got  to  do  it.     (Say,  We  must  do  it.) 


62  CORRECT  AND  FAULTY  DICTION  §4 

He  got  married  is  a  vulgarism.  Say,  rather,  He  was  mar- 
ried. The  woman  is  married  to  the  man,  not  the  man  to  the 
woman;  but  a  man  is — or  should  be — introduced  to  a  woman. 

193.  Guess,    Think,    Believe,    Suppose,    Imagine. 

The  word  guess  is  used  colloquially  a  great  deal  where  think, 
believe,  suppose,  or  imagine  would  be  better. 
I  think  (not  guess)  he  has  gone. 

194.  Happen,   Occur,   Take   Place. — Things    happen 
and   occur  by    chance,   but   take  place   by   appointment   or 
arrangement. 

195.  Haste,  Hurry. — The  word  haste  suggests  speed, 
while  hurry  implies  confusion  along  with  the  haste. 

196.  If,    Whether.— The   conjunction  if  is  frequently 
employed  for  whether,  a  usage  that  is  condemned. 

I  do  not  know  if  (say  whether)  he  will  come  or  not. 
No  one  can  say  with  certainty  if  it  will  rain  (say,  whether  it  will 
rain  or  not) . 

The  alternative  that  belongs  after  whether  is  often  omitted 
in  colloquial  language;  it  should,  however,  be  expressed  in 
careful  composition.  This  alternative  can  be  put  either 
before  or  after  the  first  alternative. 

I  cannot  tell  you  whether  or  not  the  train  has  arrived.  Or,  I  cannot 
tell  you  whether  the  train  has  arrived  or  not. 

197.  Impressions,    Ideas,   Opinions. — Events  make 
impressions  on  our   minds,  and  impressions   often  develop 
ideas;   but  we  have  many  opinions  that  cannot  be  properly 
called  ideas. 

198.  Inaugurate,  Commence,  Begin. — Persons  that 
like  to  use  long  words  often  use  inaugurate,  or  commence 
where  begin  would  be  a  better  word. 

He  is  ready  to  inaugurate  (say  begin)  an  extensive  mail-order  cam- 
paign. 

199.  Individual,   Man,  Person. — The  following  sen- 
tences illustrate  the  correct  use  of  the  words  individual,  man, 
and  person: 


§  4  CORRECT  AND  FAULTY  DICTION  63 

Wars  depend  on  individuals  as  well  as  on  nations. 

Each  man  (not  individual}  paid  his  part. 

All  persons  (not  individuals)  are  warned  against  trespassing. 

200.  In,    Into. — Into   is   used    with    words    denoting 
motion  real  or  ideal;  in  with  words  denoting  rest. 

He  went  into  (not  in)  the  house;  he  is  in  the  house  now. 
We  looked  into  the  matter  with  great  care. 

When  in  is  used  with  verbs  denoting  motion,  the  motion 
must  be  within  something  regarded  as  enclosing  the  motion. 

The  printers  were  working  in  the  composing  room. 
The  man  drove  a  team  in  New  York. 

201.  It. — One  of  the  most  troublesome  words  in  the 
English  language  is  the  pronoun  it. 

The  tree  was  blown  down  by  the  zvind;  it  was  very  high. 
If  the  antecedent  is  wind,  say: 

The  tree  was  blown  down  by  the  wind,  which  was  very  high  (or  by 
the  very  high  wind) . 

But  if  tree  is  the  antecedent  of  it,  say: 

The  tree,  which  was  very  high,  was  blown  down  by  the  wind. 

A  medical  textbook  contains  the  following  sentence: 

If  the  child  does  not  thrive  on  uncooked  milk,  it  should  be  boiled. 

In  this  case,  the  words  the  milk  should  have  been  used  in 
place  of  it. 

A  careful  writer  will  not  use  it  and  its  so  often  as  these 
two  words  are  used  in  the  following  sentence: 

When  men  are  thoroughly  possessed  with  zeal,  it  is  difficult  to  esti- 
mate its  force;  but  it  is  certain  that  its  power  is  by  no  means  in  exact 
proportion  to  its  reasonableness. 

Better,  When  men  are  thoroughly  possessed  with  zeal,  there  is  diffi- 
culty in  estimating  its  force;  but  certainly  its  power,  etc. 

202.  It,  That. — The  pronoun  it  is  sometimes  improp- 
erly used  for  the  more  emphatic  that. 

There  was  but  one  thing  he  wanted,  and  that  (not  it)  was  to  be  let 
alone. 

He  wanted  to  borrow,  and  to  pay  when  he  pleased,  but  that  (not  it) 
was  more  than  we  could  permit. 


64  CORRECT  AND  FAULTY  DICTION  §4 

203.  It's,  Its. — Ifs,  a  contraction  of  it  is,  must  always 
have  the  apostrophe  and  should  not  be  confounded  with  the 
possessive  its,  which  should  not  have  the  apostrophe. 

It's  unfortunate,  but  the  store  has  lost  its  prestige. 

204.  Lady,    Gentlemen. — Avoid    the  general   use   of 
lady;  use  woman,  wife,  housekeeper,  when  these  words  can  be 
used  appropriately.     Say  saleswoman  not  saleslady.     Do  not 
write  gentleman  when  man  will  do.     Never  use  such  expres- 
sions as  gent's  furnishing  store,  lady  and  gent,  lady  friend, 
gentleman  friend. 

205.  Learn,  Teach. — Do  not  confound  learn  with  teach. 
He  was  taught  arithmetic  and  he  learned it. 

206.  Lend,  Loan. — Lend  is  the  verb;  loan  the  noun. 
If  you  will  lend  me  five  dollars,  I  shall  be  thankful  for  the  loan. 

207.  Lie,  Lay. — We  lie  down,  but  we  lay  pens  down. 

He  had  lain  down  to  rest. 
He  had  laid  the  pens  down. 

208.  Like,  Love. — We  like  apples,  but  love  our  brothers 
and  sisters.     Love  should  not  be  used  to  indicate    appetite 
or  preference. 

I  love  (say  like)  the  delicate  shades  of  green. 

209.  Likely,   Liable. — Likely  may  refer  to  any  con- 
tingency, favorable  or  unfavorable;  the  best  usage  confines 
liable  to  unfavorable  contingencies. 

He  is  likely  (not  liable)  to  go  away  tomorrow. 

You  are  liable  to  arrest  for  exceeding  the  speed  limit. 

210.  Limited. — The    word   limited  is  used  frequently 
where  slight,  scant,  or  reduced  would  be  better  words. 

211.  Limits,  Limitations. — The  usual  application  of 
limits  is  to  physical  things,  and  of  limitations,  to  ideal  things. 

The  limits  of  a  prison;  the  limits  of  an  estate;  the  limitations  of  the 
franchise;  the  limitations  of  hotel  life,  of  poverty,  etc. 

An  executive  upon  whom  no  limitations  are  imposed  soon  becomes 
a  tyrant. 


§  4  CORRECT  AND  FAULTY  DICTION  65 

212.  Locate,   Settle. — Locate  is  much  used  for  settle. 
He  settled  (not  located]  in  the  West. 

213.  Loose,  Lose. — The  two  words  loose  and  lose  are 
frequently  confounded. 

We  lose  (not  loose)  a  dollar  on  each  sale. 
The  knot  was  loose. 

214.  Lots,  Lot. — Lots  and  lot  should  not  be  used   in 
the  sense  of  a  great  deal. 

I  think  lots  (say  a  great  deal)  of  him. 

215.  Lovely. — Lovely  is  a  much  overused  word.    Charm- 
ing,   beautiful,    sweet,   enjoyable,   etc.    are   preferable   when 
appropriate. 

We  had  a  lovely  trip.      (Say,  rather,  an  enjoyable  or  a  pleasant 
trip.) 

216.  Majority,  Most. — Majority  is  used  correctly,  in 
speaking  of  voting  contests,  comparing  opposing  opinions, 
etc.,  but  should  not  be  used  in  place  of  most. 

Most  (not  a  majority)  of  the  papers  were  high-priced. 
Most  of  the  people  came  away  when  it  was  learned  that  a  majority 
of  the  councilmen  favored  the  bill. 

217.  Many,    Much. — Many    refers      to    number     and 
much  to  quantity,  but  sums  of  money,  weights,  and  measured 
quantity  regarded  as  singular  aggregates  should  take  much 
rather  than  many  as  a  modifier. 

I  think  there  must  have  been  as  many  as  a  hundred  guests  at  the 
hotel. 

He  was  willing  to  pay  as  much  as  one  thousand  dollars  for  the  lot. 
Some  regiments  number  as  many  as  twelve  hundred  men  each. 
We  may  escape  many  of  the  troubles  of  life  by  not  anticipating. 

218.  May,  Can.— Say  You  may  do  it  when  giving  per- 
mission.    Can  implies  ability;  may,  permission. 

219.  Merely,  Simply. — Where  the  meaning  is  without 
including  anything  else  or  only,  merely  is  better  than  simply. 
Simply  means  clearly,  plainly. 

He  went  merely  as  a  friend. 

It  is  simply  an  instance  of  the  use  of  poor  judgment. 


66  CORRECT  AND  FAULTY  DICTION  §4 

220.  Most,    About;    Almost,    Nearly. — The    words 
most,  about>  almost,  and  nearly  are  frequently  misused. 

Most  (say  nearly  or  almost]  every  writer  agrees  with  you. 

221.  Nasty,   Rotten. — It  is  better  not  to  use  words 
like  nasty  and  rotten  if  it  is  possible  to  express  the  meaning 
with  other  words. 

222.  Neglect,   Negligence. — The  distinction  between 
the  words  neglect  and  negligence  is  that  neglect  refers  to  acts, 
while  negligence  applies  to  character.    Negligence  is  a  habitual 
failure  to  do   that  which  ought  to  be  done;   neglect  is  the 
failure  to  do  some  particular  thing  that  should  be  done. 

The  accident  was  owing  to  the  engineer's  neglect  of  the  signals. 
Everything  about  the  mansion  bore  the  marks  of  neglect. 
The  janitor  was  dismissed  for  negligence. 
The  trouble  with  this  young  man  is  incurable  negligence. 

223.  No,   Nothing. — The  words   no   and  nothing  are 
sometimes  preceded  by  almost,  nearly,  about;  the  result  is 
a  contradiction    of    terms.      One    can   have   no   money,    no 
resources,  nothing;  but   it  is   not  easy  to  comprehend  how 
one  can  have  almost  no  money,  nearly  nothing  to  eat.     The 
expressions  are  very  similar  to  quite  some,  quite  a  few,  quite 
a  little. 

224.  None. — The  pronoun  none,  derived  from  no  and 
one  was  formerly  regarded  as  singular.     It  is  now  either 
singular  or  plural  according  to  the  meaning. 

Did  you  get  the  cherries?  There  were  none  on  the  tree. 
Have  you  a  letter  for  me?  There  was  none  in  your  box. 
None  of  us  knows  (or  know}  what  is  to  happen  tomorrow. 

225.  Nor  with  Neither. — Be  careful  not  to  use  or  in 

place  of  nor  with  neither. 

Neither  the  buyer  or  (use  nor]  the  manager  was  there. 

226.  Nothing    Like,    Not    Nearly.—  Nothing  like  so 
high  should  be  written  not  nearly  so  high. 

227.  Novice,    Amateur. — A    novice    is    a    beginner; 
amateur  means  not  a  professional,  but  an  amateur  may  be 
the  equal  of  a  professional  in  skill. 


§4  CORRECT  AND  FAULTY  DICTION  67 

228.  Number,    Quantity. — Number  has  reference  to 
how  many;  quantity  to  how  much. 

Great  quantities  (say  numbers]  of  bison  used  to  roam  over  the  prairies 
of  the  West. 

The  Colosseum  of  Rome  was  capable  of  seating  the  prodigious 
quantity  (say  number)  of  87,000  spectators. 

229.  Only. — The  word  only  is  sometimes  an  adjective, 
as  in  my  only  son;   sometimes  it  is  an  adverb,  as  in  only 
thinking,  only  tired.     Unless  the  word  is  correctly  placed  in 
a  sentence    ambiguity  results.      Take   for   illustration   the 
following  sentence: 

Only  I  bought  a  hat. 

Here,  the  meaning  is  that  no  one  but  the  speaker  bought 
a  hat. 

I  only  bought  a  hat. 

In  this  sentence  the  literal    meaning  is  that   the  hat  was 
only  bought — was  not  used. 
I  bought  only  a  hat. 

The  meaning  in  the  preceding  sentence  is  that  nothing  but 
a  hat  was  bought. 

It  will  be  seen,  therefore,  that  a  slight  change  of  the 
position  of  only  makes  a  wide  difference  in  the  meaning  of 
a  sentence.  The  rule  of  position  of  this  useful  but  trouble- 
some word  is: 

Place  only  next  to  the  element  it  is  to  modify;  then 
arrange  the  rest  of  the  sentence  so  that  no  word  capable 
of  taking  only  as  a  modifier  shall"  adjoin  it  on  the  other  side. 

Ambiguity  results  from  the  misplacing  of  not  only,  not 
merely,  not  more,  both  and  not.  Some  examples  follow: 

Not  only  is  the  man  tired  but  he  is  also  hungry.  (Better  thus,  The 
man  is  not  only  tired  but  he  is  hungry.) 

He  was  not  merely  expected  to  contribute,  but  to  work.  (Put  not 
merely  after  expected. ) 

All  men  are  not  willing  to  pay  their  just  debts.  (Make  not  the  first 
word  of  the  sentence.) 

230.  Onto. — The  word  onto  -should  not  be  used,  but  on 
and  to  may  be  used  as  separate  words. 


68  CORRECT  AND  FAULTY  DICTION  §  4 

231.  Oral,    Verbal. — Anything    expressed    in    words 
written  or  spoken,  is  verbal.    Use  oral  in  referring  to  spoken 
directions. 

232.  Ought  to,   Should. — Ought  to  usually  implies  a 
duty  and  is  somewhat  stronger  than  should. 

We  ought  to  take  care  of  our  parents,  and  should  be  respectful  to  all. 

233.  Partially,    Partly.  —  The    words    partially    and 
partly    are    frequently    confounded.     Partially    means    with 
partiality  and  partly  means  not  wholly.     Partially  is  com- 
mon in  the  sense  of  not  wholly,  but  the  best  usage  restricts 
the  word  to  the  meaning  with  partiality. 

The  teacher  acted  partially  toward  her  pupils. 
The  work  was  only  partly  done  when  we  left. 

234.  Past,    Last. — The  words  past  and   last  are  fre- 
quently confounded. 

He  has  been  away  the  past  (say  last)  three  days. 

Past  is  not  the  better  word  in  this  sentence,  for  the  reason 
that  all  days  that  are  gone  are  past. 

235.  Pay,    Settle. — Say,  pay  the  bill  unless   there   is 
some  dispute,  when  it  is  correct  to  speak  of  settling. 

236.  Per  Day,  Per  Year,  Via. — By  way  of,  a  day,  and 
a  year  are  usually  better  than  via,  per  diem,  per  annum.     But 
if  it  is  really  necessary  to  use  per,  write  per  diem,  not  per  day; 
per  annum,  not  per  year.     Either  use  both  English  words  or 
both  Latin  words.     There  are  just  a  few  instances  where  per 
as  a  single  word  seems  better  than  any  English  word.     An 
example  is  afforded  in  per  square  inch.     By  George  Smith  is 
better  than  per  George  Smith. 

237.  Permit,    Allow. — Permit   implies    authorization; 
allow,  absence  of  hindrance. 

238.  Person,  People,  Party. — The  use  of  party  in  the 
sense  of  person,  individual,  is  vulgar.      It  is  proper  to  say 
a  political  party ,  an  evening  party,  a  fishing  party ,  a  party  to  a 
sale  or  to  a  lawsuit,  but  not  The  party  with  whom  I  was  seen  was 


§4  CORRECT  AND  FAULTY  DICTION  69 

my  uncle.    A  person  is  an  individual,  a  people  is  a  community. 
The  word  people  is  correctly  used  for  persons  collectively. 

Many  people  (say  persons]  are  unaware  of  the  fact  that  the  earth 
is  round. 

A  great  crowd  of  people  was  at  Coney  Island  yesterday. 

In  the  first  sentence  the  persons  are  not  thought  of  as 
forming  an  assembly  or  a  collection;  in  the  second  sentence, 
people  is  the  better  word. 

People  do  not  like  to  have  their  faults  criticized. 

239.  Plenty,  Plentiful. — Plenty  denotes  an  abundance, 
particularly  of   comforts    and  necessaries;  plentiful  means 
existing  in  great  quantities. 

Cherries  and  other  small  fruits  are  plenty  (say  plentiful)  this  season. 
Our  people  have  been  living  in  peace  and  plenty. 

240.  Practicable,  Practical. — Practicable  means  feasi- 
ble, while  practical  means  something  that  is  not  theoretical 
merely — something    governed    by   use    or    experience.     A 
teacher  may  be  able  to  give  practical  instruction,  but  his 
plan  for  securing  pupils  may  not  be  practicable. 

241.  Prejudiced,  Prepossessed. — We  become  preju- 
diced against  but  prepossessed  in  favor  of. 

242.  Pretty,    Rather. — The  word  pretty  is  used  col- 
loquially where  rather  is  the  better  word.  • 

It  is  a  rather  (not  pretty}  strong  advertisement. 

243.  Preventive,   Preventative. — Preventative  is  an 
obsolete  form.     Use  preventive. 

Acid  was  sprinkled  over  the  table  as  a  preventive.  ' 

244.  Principal,   Principle. — Principal  is   often  used 
where  principle  is    the    right   word,   and   vice  versa.     The 
following  sentence  illustrates  the  correct  use  of  the  words: 

The  principal  event  of  the  day  was  the  strenuous  defense  that  the 
principal  of  the  school  made  for  his  principles. 

245.  Privilege,  Right. — Privilege  is  sometimes  used 
where  right  is  the  better  word. 

It  is  his  privilege  (say  right)  to  stop  advertising  if  he  wishes  to. 


70  CORRECT  AND  FAULTY  DICTION  §4 

246.  Propose,  Purpose,  Intend. — Propose  is  often  used 
incorrectly  in  the  sense  of  purpose.     The  first  of  the  following 
sentences  is  an  illustration  of  the  correct  use  of  propose: 

He  proposed  that  we  divide  the  expense. 

I  propose  (say,  purpose  or  intend)  to  prepare  a  large  catalog. 

247.  Proved,  Proven. — Proven  is  confined  properly  to 
law  language. 

It  was  proved  (not  proven)  to  be  the  stronger. 

248.  Providing,   Provided. — Providing  is  very  often 
used  incorrectly  f  or  provided. 

He  will  come  provided  (not  providing)  he  has  time. 

249.  Quite. — The  word  quite  means  wholly,  completely, 
but  it  is  loosely  used  with  the  meaning  of  very  or  considerably. 
Quite  a  few,  quite  some,  quite  a  lot,  quite  a  good  many,  quite  a 
number  are  incorrect.     It  is  correct  to  say  quite  clear. 

250.  Raise,   Bear. — Telegraph  poles   are   raised,    but 
children  are  reared. 

251.  Recourse,     Resource,     Resort. — Recourse    is    a 
resort  to  something  or  somebody  for  help;  resource  is   that 
which  is  resorted  to  or  relied  upon.     The  plural  resources 
signifies  the  total  of  one's  available  funds  or  property — the 
opposite  of  liabilities. 

When  the  young  man  became  involved,  his  recourse  was  to  gambling. 
There  was  no  other  resource  in  his  trouble  than  to  have  recourse  to 
the  courts. 

Resort  to  war  (or  recourse  to  war)  is  rapidly  coming  into  disfavor. 

252.  Relatives,   Relations. — The  words  relatives  and 
relations  were  formerly   applied    to   persons   connected   by 
blood  or  marriage.     In  this  sense,  the  former  term  is  now 
preferable. 

The  relations  between  the  two  men  were  in  every  respect  pleasant. 
The  relatives  (not  relations)  of  persons  great  or  wealthy  are  prone 
to  inform  others  of  the  relationship. 

253.  Remember,    Recollect,    Recall. — We  remember 
when  an  impression  remains  on  our  minds;  we  recollect  or 
recall  when  the  impression  has  passed  and  is  recalled. 


§4  CORRECT  AND  FAULTY  DICTION  71 

254.  Respectfully,  Respectively. — The  words  respect- 
fully and  respectively  are  often  confounded.     The  following 
are  examples  of  the  proper  use  of  these  words: 

We  treat  our  superiors  respectfully. 

He  called  on  Jones,  Smith,  and  Brown,  respectively. 

255.  Same,  Similar. — Same  should  be  used  when  there 
is  identity;  similar  when  there  is  mere  likeness. 

He  is  the  same  man  that  called  yesterday. 

Your  plans  are  similar  to  mine  (not  the  same  as  mine). 

Do  not  use  same  in  a  construction  like  the  following: 

Replying  to  same,  allow  me  to  suggest 

Better,  replying  to  your  request,  allow  me  to  suggest 

256.  Scarcely,  Hardly. — Scarcely  applies  to  quantity, 
hardly  to  degree. 

He  had  scarcely  a  handful. 
She  is  hardly  able  to  walk. 

257.  Sewage,   Sewerage. — Sewage   means   the   waste 
matter  carried    off   by    sewers;    sewerage   means  systematic 
drainage  by  means  of  sewers. 

No  system  of  sewerage  yet  devised  suppling  an  economical  method 
of  disposing  of  sewage. 

258.  Since,  Ago. — Since  should  not  refer  to  time  long 
past;  ago,  however,  may  be  used  for  any  past  time. 

"Someone  called  while  you  were  away."  "How  long  since?"  or 
"How  long  ago?"  "Only  a  few  minutes  since."  "Only  a  few 
minutes  ago." 

He  came  to  this  country  several  years  ago  (not  since). 

Many  years  ago  (not  since)  there  was  a  very  rich  king  called  Croesus. 

259.  Sit,    Set. — Persons    and    animals   sit   down,    but 
inanimate  objects  are  set  down.     Set  should  be  used  even 
with  living  things  if  the  action  is  performed  by  another  as  in 
the  following  sentence: 

She  set  the  child  on  the  floor. 

260.  Slander,  Libel. — Slander  is  spoken;  libel  is  writ- 
ten or  printed  slander. 


72  CORRECT  AND  FAULTY  DICTION  §4 

261.  Some,    Something,    Somewhat. — Do    not   use 

some  or  something  for  somewhat  in  a  sentence  like  the  following: 
She  is  somewhat  more  accurate. 

262.  Sometimes,   Some  Time. — Sometimes  is  usually 
written  as  one  word,  but  it  may  be  written  as  two  in  the 
sentence,  At  some  times  he  seems  brighter.     Some  time  is  usually 
written  as  two  words. 

263.  Splendid,    Excellent. — Say    an    excellent    coffee 
rather  than  a  splendid  coffee. 

264.  State. — The  word  state  is  very  formal  and  should 
not  be  used   to  the    exclusion  of  tell;  use    inform,  suggest, 
express,  mention,  and  other  words. 

He  stated  (say  said)  that  he  would  come. 

265.  Stationery,     Stationary. — Stationery    refers    to 
writing    material;    stationary    to  something    that    does   not 
move. 

266.  Statue,  Statute. — A  statue  is  a  figure  in  marble, 
bronze,  or  some  other  substance;  but  a  statute  is  a  legislative 
enactment. 

267.  Staying,  Stopping. — The  verbs  stay  and  stop  in 
some  of  their  meanings  are  frequently  confounded.     In  the 
sense  of  having  a  temporary  abode,  staying  is  the  correct 
word;  stepping,  used  in  this  sense,  is  colloquial.     It  is  collo- 
quial also  to  speak  of  the  staying  power  of  a  swimmer,  a 
pugilist,  or  a  horse. 

While  visiting  the  Pan-American  exhibition  we  stayed  (not  stopped) 
at  the  Iroquois  Hotel. 

Prince  Henry  stayed  (not  stopped)  in  the  country  for  several  weeks. 

The  wind  and  staying  power  of  the  horse  enabled  him  to  win  the 
race  (say  wind  and  endurance  or  stamina} . 

268.  Such,  So. — Instead  of  such  a  hard  man  to  deal  with 
say  so  hard  a  man  to  deal  with. 

269.  Sure. —  We  will  do  it  sure,  is  not  good  English; 
say,  we  will  be  sure  to  do  it,  or  will  surely  do  it. 

270.  Surprise,     Astonish,      Disappoint. — Surprised 
is    frequently    used    where    astonished    could    convey    the 


§4  CORRECT  AND  FAULTY  DICTION  73 

intended  meaning.  Our  friends  surprise  us  by  coming 
suddenly,  and  astonish  us  with  some  information.  We  may 
be  agreeably  surprised,  but  not  agreeably  disappointed. 

271.  Suspect,  .Expect. — We  may  suspect  that  some  one 
has  deceived  us,  but  we  expect  that  friends  will  call  during 
our  absence. 

272.  Than. — After    such    negative    words    as    hardly, 
scarcely,  barely,  etc.,  not  than,  but  when  or  some  other  con- 
junctive adverb  should  be  employed.     Neither  should  than 
follow  the  word  different:  from  is  the  correct  term. 

The  sun  had  hardly  risen  when  (not  than}  the  journey  began. 

Hardly  more  than  an  hour  had  passed  when  (not  than)  my  creel 
was  full  of  the  speckled  beauties. 

We  had  gone  barely  a  mile  when  we  were  overtaken  by  a  man  on 
horseback. 

273.  That. — Do  not  use  that  as  an  adverb. 

I  was  that  (say  so)  tired  I  could  scarcely  stand. 

He  must  not  remain  away  from  his  work  that  (say  so)  long. 

I  do  not  feel  able  to  pay  that  (say  so)  much  money  for  the  book. 

274.  Their,  There. — The  possessive  pronoun  their  is 
often  misused  for  there.     The  following  sentence  illustrates 
the  correct  use  of  the  two  words: 

When  we  arrived  there,  we  learned  their  intentions. 

275.  Them,  Those. — The  pronoun  them  should  never 
be  used  as  an  adjective  instead  of  those. 

Though  he  was  not  known  by  them  (say  those)  letters,  etc. 

276.  This   Here,   That   There.— We   should   say   this 
man,  not  this  here  man;  that  sample,  not  that  there  sample. 

277.  Those    Kind,    These    Kind. — A    very    common 
error  is  the  use  of  those  kind  or  these  kind  for  that  kind  or 
this  kind. 

278.  Trustworthy,  Reliable. — Trustworthy  is  often  a 
better  word  than  reliable,  which  is  somewhat  overused. 

279.  Try  And,  Try  To. — Try  and  is  often  used  for  try  to. 
I  shall  try  and  (say  try  to)  come. 


74  CORRECT  AND  FAULTY  DICTION  §4 

280.  Two,  Too,  To. — Two  means  twice  one;  too  has  the 
meaning  of  also.      Too  is  often  confounded  with  to. 

The  two  men  went  to  the  house,  too. 

281.  Up    to    Date,    Down    to    Date. — Up   to   date   is 
greatly  overused,  and  down  to  date  suggests  an  effort  to  be 
clever  or  unique.     When  possible,  use  modern,  new,  or  some 
other  word  of  the  same  class. 

282.  Unique. — The  word  unique  means  the  only  one  of 
its  kind.     Therefore,  do  not  write  very  unique. 

283.  Upon,  On. — Upon  should  be  used  when  there  is 
superposition,    actual    or    figurative,    as    in    the    following 
sentences: 

The  copy  was  laid  upon  the  desk. 

He  heaped  up  his  adjectives,  one  upon  another. 

Use  on  in  sentences  like  the  following: 

On  hearing  this,  he  wrote  for  Brown  to  come  home. 

284.  Whole,  Less,  More,  Most. — The  adjective  whole 
should  not  be  used  as  a  plural  in  the  sense  of  all,  nor  less  in 
the  sense  of  fewer.     More  and  most  also  are  often  ambiguous. 

The  solicitor  gave  the  copy  writer  the  whole  (say  all  the}  particulars. 

There  are  no  less  (say  fewer]  than  twenty  diphthongs  in  the  English 
language. 

Greater  experience  and  more  severe  criticism  are  what  he  sadly 
needs  to  perfect  his  style. 

Here  it  is  uncertain  whether  the  meaning  is  more  criticism 
that  is  severe,  or  criticism  of  more  severity. 

Temperance,  more  than  (better,  rather  than]  medicine,  is  the  proper 
means  of  curing  many  diseases. 

In  speaking  of  aggregates  of  time,  weight,  distance,  value, 
etc.,  if  they  may  be  regarded  as  singular,  whole  and  less  are 
preferable  to  all  and  fewer.  The  following  are  correct: 

He  disappeared  not  less  than  ten  years  ago. 

She  weighs  less  than  one  hundred  pounds. 

He  went  the  whole  (or  entire)  hundred  miles  on  foot. 

The  whole  (or  entire)  twenty-four  hours  had  been  wasted. 


§4  CORRECT  AND  FAULTY  DICTION  75 

285.  You  Are,  You're,  Your. — You're  is  a  contraction 
for  you  are  and  may  be  properly  used  in  the  colloquial  style 
of  language;  but  you're  should  not  be  confounded  with  the 
possessive  pronoun  your. 

He  said,  "You're  going  out  without  your  hat." 


ADDITIONAL   CAUTIONS 

286.  Memoranda  and  phenomena  are  plural  forms.  There- 
fore, write,  The  memorandum  was  destroyed,  if  only  one  mem- 
orandum is  referred  to. 

Write  anywhere,  anybody,  everything  as  single  words. 
Write  any  one,  some  one  and  every  one  as  two  words. 

Forward,  backward,  homeward,  afterward,  downward,  toward, 
upward  etc.,  ordinarily  do  not  require  a  final  s. 

Lengthwise,  sidewise,  etc.  are  better  forms  than  lengthways, 
sideways. 

Last  month  and  this  month  are  better  than  ult.  and  inst. 

Do  not  use  such  abbreviations  as  Xmas  for  Christmas; 
resp'y  for  respectfully;  yours,  etc.  for  yours  truly. 

Unless  there  is  a  column  of  figures,  write  75c,  75  cents, 
or  seventy-five  cents ,  rather  than  $0.75. 

Instead  of  writing,  Replying  to  your  letter,  please  return  the 
dress,  write,  Replying  to  your  letter,  we  ask  that  you  return  the 
dress;  or,  better  still,  omit  the  overused  style  of  introduc- 
tion and  begin  with,  Return  the  dress,  or  Please  return  the 
dress. 

Such  worn-out  expressions  as  beg  to  acknowledge,  trusting 
to  receive  further  favors,  etc.,  should  not  be  used. 

Say  a  pair  of  new  gloves,  not  a  new  pair  of  gloves;  a  woman's 
artistic  shoe,  not  an  artistic  woman's  shoe;  men' s  stylish  suits, 
not  stylish  men's  suits;  a  full-page  magazine  advertisement, 
not  a  magazine  full-page  advertisement. 

Often,  again,  and  inquiry  are  three  words  commonly  mis- 
pronounced. Do  not  sound  the  /  in  often.  Pronounce  the 
last  syllable  of  again  as  if  it  were  spelled  gen.  Give  the 
final  i  in  inquiry  the  sound  of  i  in  pie. 


76 


CORRECT  AND  FAULTY  DICTION 


CORRECT  AND   INCORRECT  EXPRESSIONS 

287.     Following  is  a  list  of  awkward  or  incorrect  and 
correct  expressions  with  suggestions  for  improvement: 


NOT  THE  BEST  USAGE 
Be  that  as  it  will. 
He  will  not  go  without  you  agree. 
Whatever  are  you  writing? 
I  wish  I  was  rich. 
I  am  through. 
It  is  a  tasty  cover.     (Appetizing 

foods  are  tasty.) 
It  is  no  use  to  write. 
He  isn't  hardly  old  enough. 
He  cannot  be  found  any  place. 
We  have  no  other  alternative. 
I  don't  think  we  shall  go. 
We  did  not  think  it  was  him. 
This  will  do  nicely. 
I  hadn't  ought  to  have  written. 
He  sustained  injury. 
It  has  broke  down. 
We  have  drove  there. 
The  tank  has  bursted  (or  busted) . 
We  use  to  subscribe. 
It  is  a  long  ways  off. 
Buy  it  off  of  us. 
Quit  that  noise. 

I  am  afraid  that  I  cannot  come. 
However  did  you  do  it. 
I  have  every  confidence  in  him. 
It  transpired  yesterday. 
He  resided  in  Chicago. 
They   don't    have  any  saloons  in 

Danville. 

Does  the  title  page  say  plows? 
My  sister  and  myself  were  there. 
It  is  no  good. 
He  would  of  come. 
He  was  in  no  shape  to  leave. 
I  read  where  prices  are  increasing. 
I'll  back  up  that  statement. 
I  beg  to  say. 


IMPROVED  CONSTRUCTION 
Be  that  as  it  may. 
He  will  not  go  unless  you  agree. 
What  are  you  writing? 
I  wish  I  were  rich. 
I  have  finished  my  work. 
It  is  a  tasteful  cover. 

It  is  of  no  use  to  write. 

He  is  hardly  old  enough. 

He  cannot  be  found  anywhere. 

We  have  no  alternative. 

I  think  we  shall  not  go. 

We  did  not  think  it  was  he. 

This  will  do  very  well. 

I  should  not  have  written. 

He  was  injured. 

It  has  broken  down. 

We  have  driven  there. 

The  tank  has  burst. 

We  used  to  subscribe. 

It  is  a  long  way  (or  distance). 

Buy  it  from  (or  of)  us. 

Stop  (or  cease}  that  noise. 

I  fear  that  I  cannot  come. 

How  did  you  do  it? 

I  have  implicit  confidence  in  him. 

It  happened  yesterday. 

He  lived  in  Chicago. 

There  are  no  saloons  in  Danville. 

Is  the  word  plows  on  the  title  page? 

My  sister  and  /  were  there. 

It  is  worthless. 

He  would  have  come. 

He  was  in  no  condition  to  leave. 

I  read  that  prices  are  increasing. 

I'll  support  that  statement. 

I  beg  leave  to  say. 


PUNCTUATING  AND  EDITING 

PUNCTUATING  OF  COPY 

1.  Punctuating  is  the  act  of  using  significant  marks  to 
divide  written  or  printed  matter  so  as  to  indicate  the  true 
connection   and  dependence  of  its  parts.     The  purpose  of 
punctuation  is  to  reveal  the  intended  meaning  of  written  or 
printed  language  at  a  glance.     If  a  sentence  must  be  read 
several  times  before  the  intended  meaning  is  clear,  it  is  safe 
to  conclude  that  either  the  construction  or  the  punctuation  is 
faulty.     By  using  punctuation  marks  to  divide  written  or 
printed  matter  into  groups  of  words,  the  reader,  as  his  eye 
follows  the  lines,  will  see  the  relation  of  each  group  of 
words  to  the  preceding  matter. 

2.  Punctuation    by    the    Printer. — A  knowledge   of 
punctuation  is  of  great  value  to  the  writer  in  enabling  him 
to  make  his  language  clear  and  convincing.     Unfortunately, 
many  writers  of  advertising  copy  know  little  or  nothing  of 
punctuation,   and  in  the  belief  that  the  subject  is  beyond 
them,    they   leave    the  punctuating  largely  to   the  printer. 
There  is  no  doubt  that  the  intelligent  printer  is  a  valuable 
ally  of  the  ad-writer  in  supplying  needed  punctuation;  but  it 
is  risky  to  depend  on  the  printer  for  such  aid.     A  funda- 
mental rule  of  nearly  every  printing  office  is  "Follow  copy," 
and  if  the  printer  departs  from  this  rule,  he  does  so  at  his 
own  risk.     Consequently,  if  poorly  punctuated  copy  is  fol- 
lowed literally — as  is  frequently  the  case  during  stress  of 
work — the  printer  cannot  be  held  accountable  for  errors  or 
imperfections.     The   writer   should    give   his   copy   a   final 


2  PUNCTUATING  AND  EDITING  §5 

reading  just  before  it  is  sent  to  the  printer,  and  put  in  every 
punctuation  mark  that  he  wishes  to  use. 

3.  Punctuating  by  Reason. — Rarely  will  two  persons 
punctuate  in  exactly  the  same  way.  "If  a  man  has  an 
epigrammatic  style,  he  will  use  more  periods  than  other 
marks.  If  he  thinks  in  crisp  sentences,  he  will  punctuate 
largely  with  semicolons.  If  his  sentences  are  long  and 
involved,  he  will  use  many  commas;  if  ambiguous,  paren- 
theses." So  it  may  be  said  that  writers  punctuate  as  they 
think. 

If  the  punctuating  is  done  in  the  light  of  reason,  the  force 
of  the  language  will  be  increased  and  inaccuracies  of  con- 
struction will  be  fewer.  The  subject  of  punctuation  is  not  a 
difficult  one,  and,  once  mastered,  the  pleasure  afforded  in 
analyzing  sentence  construction  will  repay  a  hundredfold  for 
the  time  expended. 

No  set  of  rules  for  punctuation  can  be  devised  that  will 
provide  for  every  possible  sentence  form;  much  must  be  left 
to  the  judgment,  taste,  and  intention  of  the  writer;  but  the 
rules  given  in  the  following  pages  will  cover  practically 
all  needs. 

In  sentences,  the  comma  is  used  to  mark  the  very  slight 
breaks  of  connection;  the  semicolon,  to  mark  the  more  decided 
breaks;  the  colon,,  to  mark  the  still  greater  breaks;  and  the 
period,  to  indicate  the  full  stop. 

The  inexperienced  ad-writer  may  safely  observe  this  rule: 
Punctuate  too  little  rather  than  too  much.  If  Punctuation  will 
not  make  the  meaning  plainer  or  effect  some  definite  advantage, 
do  not  punctuate. 

The  present  practice  in  the  matter  of  punctuating  display 
lines  is  to  omit  all  marks  except  those  absolutely  necessary 
to  clearness.  If  a  display  line  consists  of  a  question,  the 
mark  of  interrogation  is  necessary  to  clearness  and  should 
be  used. 


§  5  PUNCTUATING  AND  EDITING  3 

THE  COMMA 

4.  The  comma  (,)  is  the  most  frequently  used  mark  of 
punctuation.     Its  chief  purpose  is  to  define  the  particles  or 
minor  clauses  of   a    sentence.     It   is   easy    to   misuse   the 
comma.     Its  omission  is  not  so  noticeable  as  the  omission 
of  other  points;  and  either  misuse  or  omission  is  likely  to 
change  the  entire  meaning  of  language.     Several  years  ago 
the  insertion  of  a  superfluous  comma  by  a  clerk,  in  making 
the  final  copy  of  a  tariff  bill,  resulted  in  a  loss  of  many  thou- 
sands of  dollars  to  the  United  States.     As  a  general  rule, 
insert  a  comma  after  each  slight  break  of  connection  in  the 
construction  of  a  clause  or  a  sentence. 

5.  Simple  sentences  with  one  subject,  one  verb,  and  one 
object  need  no  comma;  but  when  the   simple   sentence  is 
broken  by  the  addition  or  repetition  of  nouns,  verbs,  adjec- 
tives,  adverbs,   etc.,   it  becomes    necessary    to    set   off   by 
commas  the  disturbing  elements — especially  if  they  do  not 
qualify  the  words  that  directly  follow. 

Fashion,  fit,  and  workmanship  are  the  three  distinguishing  features 
of  good  clothes. 

The  choicest  coconuts  are  made  into  beautiful,  silky,  snow-white 
threads  that  will  keep  moist,  sweet,  and  tender  for  months. 

6.  When  the  words  are  grouped  in  pairs,  connected  by 
and  or  by  or,  the  pairs  should  be  separated  by  commas. 

You  will  find  here  the  most  complete  assortment  of  smoked  and  salt 
fish,  dried  and  fresh  fruits,  live  and  dressed  poultry,  and  canned  goods 
to  be  had  anywhere. 

Tall  or  short,  stout  or  thin,  round-shouldered  or  flat-chested,  all  can 
be  fitted  here. 

7.  Salutations  and  explanatory  or  interpolative  phrases, 
used  independently  or  parenthetically  should  be  separated 
from  the  context  by  commas. 

Smokers,  if  your  smokes  are  not  all  that  they  should  be,  come  here 
and  try  some  of  our  choice  brands. 

Barnum,  the  father  of  advertising,  was  a  showman. 
I  remain,  my  dear  sir,  yours  very  truly. 

204 — 15 


4  PUNCTUATING  AND  EDITING  §5 

8.  When  one  of  two  clauses  depends  on  the  other,  it  is 
often  necessary  to  separate  them  by  a  comma.    Such  clauses 
usually   begin  with   a   limiting  word   like    if,   when,   where, 
wherever,  therefore,  etc.     Dependent  clauses  are,  as  a  rule, 
punctuated  only  when  they  are  transposed  or  out  of  their 
grammatical  order  in  the  sentence. 

If  there  is  any  one  article  of  food  that  appeals  to  us  all,  rich  and 
poor  alike,  it  is  pure,  sweet  butter. 

Until  you  have  drunk  a  cup  of  Keane's  coffee,  you  have  missed  half 
the  pleasure  of  your  breakfast. 

When  you  have  to  do  it  yourself,  putting  up  picnic  lunches  is  a 
great  bother. 

The  third  of  the  preceding  examples  needs  no  comma  if 
arranged  as  follows: 

Putting  up  picnic  lunches  is  a  great  bother  when  you  have  to  do  it 
yourself.' 

9.  When  two  or  more  complete  statements,  each  having 
its  own  subject,  verb,  and  object,  are  put  into  one  sentence, 
the  comma  should  be  used  to  show  their  distinctiveness. 

You  can  count  on  a  good  batch  of  bread  every  time  you  use  Hum- 
phrey's flour,  and  you  can  count  on  its  being  a  more  nutritious  batch 
of  bread  than  you  ever  had  with  any  other  flour. 

We  receive  our  supplies  direct  from  the  leading  creameries  of  this 
state,  and  every  pound  after  its  arrival  is  subjected  to  the  most  rigid 
examination  by  our  butter  experts. 

10.  Rhetorical  elements  should  generally  be  set  off  by 
commas  when  placed  at  the  beginning  of  a  sentence,  or  out 
of  their  regular  order. 

Lastly,  don't  forget  that  Tuesday  is  our  opening  day. 
Nevertheless,  with  greater  competition  comes  a  greater  demand  for 
advertising. 

But  when  such  particles  stand  near  a  verb  or  other 
element,  the  meaning  of  which  they  are  capable  of  modify- 
ing, no  punctuation  is  necessary.  Therefore,  assuredly,  and 
certainly  in  the  following  sentences  need  not  be  set  off  by 
commas. 

This  proposition  should  therefore  be  entitled  to  much  consideration. 

This  is  assuredly  an  exceptional  offer. 

You  can  certainly  do  no  better  at  any  price. 


§5  PUNCTUATING  AND  EDITING  5 

Usage  is  not  uniform  in  the  treatment  of  such  words  as 
too,  also,  perhaps,  etc.  when  introduced  in  a  slightly  paren- 
thetical manner.  The  ad-writer  need  not  bind  himself  to 
any  hard-and-fast  rule,  but  should  feel  free  to  use  commas 
wherever  the  connection  is  distinctly  broken.  In  the 
sentence,  We,  too,  agree  to  that,  the  commas  are  correctly 
used;  but  in  the  sentence,  This  is  Perhaps  the  best  way,  there 
appears  to  be  no  necessity  for  pointing  off  perhaps. 

11.  When  the  construction  of  a  sentence  is  inverted,  and 
the  objective  precedes  the  nominative,  or  when,  for  emphasis 
or  any  other  reason,  elements  are  placed  out  of  their  natural 
or  usual  order,  a  comma  is  frequently  used. 

To  appreciate  the  beauty  of  this  display,  it  will  be  necessary  to  see  it. 
In  dealing  with  the  foolish,  wise  men  rarely  act  with  wisdom. 
When  you  buy,  buy  the  best. 

This  last  rule  may  be  expressed  in  two  general  rules, 
which  should  be  kept  in  mind:  (1)  Insert  commas  when 
elements  are  transposed  or  out  of  their  usual  order;  and 
(2)  insert  commas  when,  without  them,  the  sense  would  be 
obscure  or  ambiguous. 

In  the  second  and  third  of  the  preceding  examples,  the 
commas  are  used  only  to  prevent  ambiguity;  the  meaning  of 
foolish  wise  men  with  the  comma  omitted  is  obscure  at  first 
reading. 

12.  When  a  subject   is  unusually  long,  it  is  sometimes 
desirable  to  place  a  comma  after  it. 

That  the  prices  quoted  in  the  catalog  we  mailed  yoi<  on  the  8th 
instant  are  lower  than  most  quotations  on  the  same  line  of  goods,  may 
have  escaped  your  attention. 

This  use  of  the  comma  occurs  chiefly  in  sentences  that 
have  very  long  subjects.  If  such  a  sentence  will  be  clear 
without  the  comma,  do  not  use  it. 

13.  Unimportant  commas  are   sometimes  omitted  where 
many   commas  would  be  required  by    strict  application  of 
rules.     For  instance,  if  too  happened  to  be  interposed  some- 
where in  a  sentence  near  other   important  commas,  those 
ordinarily  used  before  and  after  too  might  be  safely  omitted- 


6  PUNCTUATING  AND  EDITING  §5 

THE  SEMICOLON 

14.  The  semicolon    (;)  finds    its  greatest  use  in  long 
sentences,  in  which  it  serves  to  keep  apart  the  more  impor- 
tant   members.     United    clauses    of    equal   rank,    however, 
slightly    connected    and    without    intervening    connectives, 
should  be  separated  by  semicolons. 

This  midsummer  sale  is  not  a  mere  remnant  sale',  mark  you  that;  though 
the  movement  includes  a  splendid  remnant  sale  as  its  secondary  feature. 

There's  good  health  in  every  steaming  cup  of  Ideal  chocolate; 
children  thrive  on  it  because  it  is  so  nourishing;  grown  folks  like  it 
because  of  its  delicious  flavor. 

15.  United    clauses    that    contain    elements    set    off   by 
commas  should  usually  be  separated  by  semicolons. 

Defiance  starch  is  the  best  starch  made:  it  doesn't  stick  to  the  iron; 
it  gives  a  beautiful,  soft,  glossy  stiffness  to  the  clothes;  it  will  not  blis- 
ter or  crack  the  goods;  it  sells  for  less,  goes  farther,  does  more.  Ask 
the  woman  that  irons. 

16.  A  semicolon  is  usually  pJaced  before  as,  viz.,  to  wit, 
for  instance,  namely,  i.  <?.,  that  is,  or  like  expressions    when 
they  precede  an  example  or  a  specification  of  particulars  or 
subjects  treated  or  enumerated;  and  also  between  these  par- 
ticulars when  they  consist  each  of  a  detached  pair  of  words, 
or  of  a   single  word  or  phrase  only  slightly  connected  with 
the  others. 

Our  line  of  weathered-oak  novelties  offers  a  broad  field  to  choose 
from;  namely,  buffets;  smoking  tables;  pipe  racks;  big,  comfortable 
rockers,  with  fat,  soft  cushions;  bookcases;  couches;  etc. 

This  is  a  novelty  season:  the  fabrics  show  any  sort  of  loom -caper  to 
escape  being  plain;  for  instance,  "Knicker"  splotches;  dashes  of  color; 
dim-colored  plaids  and  stripes;  voile;  etamine;  etc. 


THE  COLON 

17.  The  colon  (:)  may  properly  be  called  a  joint  or 
hinge,  uniting  or  balancing  as  it  does  the  components  of  a 
sentence.  Some  very  long  sentences  that  consist  of  many 
members  have  a  place  of  transition  in  construction  or  state- 
ment, for  which  place  the  colon  is  the  proper  mark. 


§5  PUNCTUATING  AND  EDITING  7 

The  economical  side  of  Sebon  soap  is  of  special  importance.  Few 
families  can  afford  to  use  the  higher-priced  soaps  in  the  toilet  and 
bath,  and  thousands  compromise  by  using  costly  soaps  in  the  spare 
room,  low-priced  soaps  for  the  bathroom  basin,  and  ordinary  laundry 
soap  for  the  bathtub:  the  Sebon  soap  user  needs  only  one  kind  of 
soap  for  the  spare  room,  the  bathroom,  and  the  bathtub. 

However,  as  very  long  sentences  are  usually  undesirable 
in  advertising  copy,  the  use  of  the  colon,  as  explained  in  the 
preceding  paragraph,  is  rare.  Most  ad-writers  would  use  a 
period,  rather  than  a  colon,  after  bathtub. 

18.  The  most  common  use  of  the  colon  is  that  of  the 
formal    introduction  of  particulars,  or  of  a  body   of  matter 
considered  as  a  whole — such  as  a  quotation,  a  speech,  a  com- 
plimentary salutation,  etc. 

All  the  leading  brands  of  high-grade  cigars  are  to  be  found  here: 
the  Utowanna,  the  Hikakiak,  L'Amorita,  the  Hiawanna,  the  Exqui- 
site, etc. 

Dear  Sir:  Ladies  and  Gentlemen:  To  the  Public:  Spring 
Announcement: 

The  colon  is  also  used  to  separate  hours  from  minutes;  as, 
3:30  P.  M.;  8:40  A.  M.;  etc. 

No  rule  can  be  laid  down  for  limiting  the  number  of 
commas,  semicolons,  or  dashes  in  a  long  and  involved  sen- 
tence, but  there  is  rarely  any  necessity  for  more  than  one 
colon  in  any  sentence. 

THE   PERIOD 

19.  A   complete    statement    or    command,    unless    very 
strongly  exclamatory,  should  be  followed  by  a  period  (.) 

Come  right  in  for  lunch  and  dinner  today. 

If  you  want  a  serviceable  shotgun,  one  that  a  scratch  or  a  bump 
won't  ruin  and  that  can  be  bought  at  a  price  that  won't  ruin  you,  the 
Dreadnaught  Repeating  Shotgun  will  meet  your  requirements. 

20.  A  sentence   beginning  with  and,   or,  for,  but,  or  a 
similar  connective,  is  really  a  part  of  the  preceding  sentence; 
yet  such  sentences  are  often  separated  by  periods  from  what 
precedes.    In  this  way,  long  and  complex  constructions  may  be 
avoided,  with  a  gain  in  force  and  in  ease  of  comprehension. 


8  PUNCTUATING  AND  EDITING  §5 

In  the  selection  of  a  diamond,  size  is  only  one  of  the  many  consid- 
erations. Purity  of  color  and  freedom  from  flaws  are  very  important 
elements.  So  also  are  shape  and  style  of  cutting.  But  the  most 
important  feature,  we  believe,  is  the  source  from  which  you  procure 
the  gem. 

21.  A  period  should  be  used  after  an  abbreviation;  as, 
J.  B.   Smithy  i.  e.,   q.  v.,   Dr.,   Co.,  etc.     It  is  also  used  to 
separate  whole  numbers  from   their  decimal  fractions;  as, 
$13.60;  $4.05;  etc.     The  period  is  also  largely  employed  in 
frequent  repetition   as   a   leader   line,   to  connect  words    or 
figures  arranged  in  separate  columns. 

Desks $10  to  $50 

Office  chairs      $5  to  $20 

Such  forms  as  acc't  and  rec'd  are  contractions,  and  if 
the  apostrophe  is  used  in  such  words,  no  period  is  required 
at  the  end. 

22.  In  tables  and  synopses,  and  in  statistical  or  other 
matter  in  tabular  form,  the  period  should  be  used  only  after 
abbreviations,  or  where  it  will  prevent  ambiguity.     This  rule 
applies  also  to  other  marks  of  punctuation.     The  period  is 
now  generally  omitted  at  the  termination  of  display  lines, 
in  running  titles  and  side  headings,  and  generally  at  the  end 
of  all  lines  that  are  followed  by  blank  space.     The  theory  is 
that  punctuation  should  be  used  only  when  it  accomplishes  a 
useful  purpose,  and  it  is  felt  that  in  these  forms  of  compo- 
sition the   period  is  not  needed  to  indicate  the  end  of  a 
sentence.  

THE  INTERROGATION 

23.  Every  direct  question  should  be  followed  by  a  mark 
of  interrogation  (?). 

How  about  your  eyes?  Does  the  bright  sun  make  you  blink  and 
squint?  Are  you  troubled  with  occasional  headaches?  Do  your  eyes 
water  when  you  face  the  wind?  If  so,  there's  something  wrong. 
Better  come  to  us  before  things  get  worse. 

A  thin  slice  of  our  Breakfast  Bacon  browned  to  a  turn — what  can  be 
more  appetizing  and  tempting  to  the  lagging  appetite?  Have  you 
tried  it? 


§5  PUNCTUATING  AND  EDITING  9 

24.  When   several  questions  have  no  common  element, 
each    question,    even    though     grammatically     incomplete, 
requires  a  separate  mark  of  interrogation. 

Shall  a  man  succeed  by  theft?  by  dishonesty?  by  trickery?  by 
bribery? 

25.  The  mark  of  interrogation   is  sometimes  used  to 
express  doubt  or  satire. 

Do  not  allow  yourself  to  be  beguiled  into  investing  (?)  your  money 
in  mining  stocks. 

THE  EXCLAMATION 

26.  An  exclamation  point  (l)  should  be  placed  after 
a  word  or  a  phrase  intended  to  express   great  surprise  or 
emotion.     Properly  used,  the  exclamation  point  gives  force 
to  language;  improperly  or  profusely  used,  it  weakens  the 
force  and  lowers  the  tone  of  the  argument. 

The  sweetest  thing  on  earth  is  the  face  of  a  little  child.  Its  skin  is 
exquisitely  delicate,  like  the  bloom  of  a  ripe  peach.  Imagine  washing 
a  peach  with  colored  and  perfumed  soap!  Next  to  pure  water,  Satin 
Soap  is  the  purest  and  most  innocent  thing  for  a  child's  skin.  No 
chemicals!  No  free  alkali!  Just  a  soft,  snow-white  puff  of  down, 
which  vanishes  instantly  when  water  is  applied. 

Job  printers  and  ad-writers  sometimes  use  the  exclama- 
tion point  at  the  end  of  display  lines  for  no  other  reason 
than  its  convenience  in  rilling  up  an  otherwise  short  line. 
This  use  is  not  commended. 

In  advertising,  the  exclamation  point  can  often  be  used 
with  telling  effect  in  emphasizing  a  sensational  heading;  but 
the  ad-writer  should  beware  of  a  lavish  use  of  "scare  lines" 
or  "startlers,"  for  an  injudicious  use  of  such  forms  of  pub- 
licity will  lead  to  the  inevitable  result  of  cheapening  the 
effect  of  the  advertising. 


10  PUNCTUATING  AND  EDITING  §  5 

THE  HYPHEN 

27.  The  hyphen  (-)  is  used  to  connect  the  elements  of 
some  compound  words;  as,  for  instance,  good-natured.     It  is 
also  used  to  show  that  a  word  is  unfinished  at  the  end  of 
a  line.  

THE  DASH 

28.  The  dash  ( — ),  perhaps  because  it  is  the  boldest 
and  most  striking  of  the  minor  points,  is  probably  the  most 
abused  of  all  the  punctuation  marks.     Writers  that  do  not 
clearly  know  what  punctuation  is  needed  almost  invariably 
use  the  dash.     This  is  especially  true  of  ad-writing,  where 
dashes  ,are  sometimes  used  extravagantly. 

Properly  used,  however,  the  dash  can  and  does  fill  a  place 
that  can  be  filled  by  no  other  mark  of  punctuation.  In  fact, 
sentences  are  frequently  constructed  that  would  not  be  intel- 
ligibly expressed,  and  might  be  entirely  unintelligible,  if 
they  were  not  punctuated  with  the  dash.  The  dash  is  of 
particular  service  in  advertising  copy  if  it  is  not  overused. 

29.  The  dash  should  be  used  wherever  there  is  an  abrupt 
change  in  a  statement. 

Send  10  cents  today— the  edition  is  limited— for  the  finest  and  most 
complete  catalog  of  its  kind  ever  issued. 

Gluten's  "Own  Baking" — loaf  and  assorted  cakes — still  maintains 
the  high  standard  of  excellence. 

Cold  weather  is  almost  here,  and  though  winter  underwear  is  hardly 
suitable,  these  lighter  fabrics— sort  of  betwixt  and  between  as  it  were— 
you'll  find  very  comfortable  when  worn  under  the  light  summer 
overclothes. 

30.  The  dash  is  often  used  to  mark  a  mere  rhetorical 
pause. 

Whether  you  choose  felt  or  straw  is  purely  a  matter  of  preference — 
and  of  where  you're  going  to  spend  the  summer. 

Now,  as  to  wearing  quality,  Shapely's  shoes  pjove  themselves 
trusty  friends  that  a  man  can  feel  at  home  with — or  rather  in.  More- 
over, they  talk  to  his  pocketbook  in  a  way  no  other  shoes  do — along  a 
money-saving  line. 


§5  PUNCTUATING' AND  EDITING  11 

Good  tailoring  is  simply  putting  thought  and  skill  into  every  part  of 
the  suit — not  in  some  parts. 

31.  The  dash  is  used  to  separate  the  repetition  or  dif- 
ferent amplifications  of  the  same  statement.     This  is  its  most 
frequent  use  in  advertising  writing. 

The  smartest  of  all  the  summer  waists — the  more  expensive  materials — 
the  more  artistic  models — the  waists  prized  by  dressy  women — are  here 
in  an  unusually  large  assortment. 

The  depositors  of  the  Dime  Bank  are  from  every  walk  of  life — the 
wage  earner  whose  thrift  prompts  him  to  save  a  little  out  of  his  income 
each  week,  and  the  millionaire  who  finds  in  the  bank  a  convenient  and 
profitable  depository  for  funds  that  would  otherwise  be  idle — the  news- 
boy with  the  small  earnings  of  a  week  to  lay  by,  and  the  administrator 
or  executor  with  trust  funds  to  invest 

32.  The  dash  is  used  to  specify  a  period  of  time  by  con- 
necting extreme  dates.     It  is  also  useful  in.  defining  references. 
In  such  cases,  the  dash  used  is  generally  shorter  than  the 
regular  dash. 

The  war  of  1897-1900;  the  winter  of  1902-03;  pp.  17-23;  Matt.  7:9-14. 

Printers  call  a  very  short  dash  an  en  dash  (-),  the  regular 
dash  an  em  dash  ( — ),  and  refer  to  longer  dashes  as  a  2-em 
dash  ( )  sr  a  3-em  dash  ( —  — ). 


THE  MARKS  OF  PARENTHESIS 

33.  Words  inserted  in  the  body  of  a  sentence  or  a  para- 
graph and  nearly  or  quite  independent,  so  that  they  may  be 
omitted  without  changing  the  sense  or  construction,  should 
be  enclosed  in  marks  of  parenthesis  ( ) . 

You  ask  what  kind  of  position  a  keen  graduate  with  good  qualifications 
can  hope  for.  We  think  this  question  is  answered  best  by  the  experiences 
of  several  such  students  (see  pages  10,  16,  and  22  of  the  prospectus  that 
we  are  mailing  to  you). 

If  you  "just  dote"  on  dainty  and  delicious  fancy  cakes,  we  are  sure 
you  will  be  interested  to  learn  that  our  new  chef  (formerly  with  the  noted 
Le  Grice,  New  York)  is  making  "something  new"  in  this  line  for  us;  we 
think  they  excel  any  cakes  we  have  yet  seen — those  who  have  tried  them 
come  back  for  more.  Won't  you  try  them? 


12  PUNCTUATING 'AND  EDITING  §5 


.     BRACKETS 

34.  Brackets  [],  like  the  marks  of  parenthesis,  are 
used  in  pairs  within  a  sentence  to  enclose  (1)  suggested  cor- 
rections in  grammar  or  spelling-;  (2)  stage  directions  in  plays; 
(3)  derivation  of  words,  plurals,  principal  parts,  etc.  in  dic- 
tionaries; (4)  explanations  or  comments  (usually  made  by 
the  author,  reporter,  or  editor). 

He  is  the  subtilest  [subtlest  (?)]  reasoner  whom  [that]  the  age  has 
produced. 

MACBETH  [Aside]  Two  truths  are  told, 

As  happy  prologues  to  the  swelling  act 
Of  the  imperial  theme.  [Exit] 

SPEED,  spid,  v.  [SPED  or  SPEED'KD;  SPEED'ING]  [<A.  s.  spedan,  <sped; 
see  SPEED,  #.] 

We  would  have  our  Constitution  obeyed  because  the  people  love  the 
principles  of  the  Constitution  [long-continued  applause];  and  today,  if 
I  am  called  to  the  work  to  which  Abraham  Lincoln  was  called  16  years 
ago,  it  is  under  brighter  skies  and  more  favorable  auspices.  [Applause.] 

Directions  intended  for  the  printer  and  written  on  the 
proof  or  in  the  copy  are  frequently  enclosed  in  brackets;  as, 
[Sel  this  line  in  18-pt.  De  Vinne\ . 


QUOTATION  MARKS 

35.     The  primary  purpose  of  quotation  marks  ("  ") 

is  to  enclose  the  exact  words  of  another  person,  so  that  the 
reader  at  a  glance  can  differentiate  the  words  quoted  from 
those  of  the  writer. 

In  the  dressmaking  parlors,  you  who  are  planning  Horse-Show 
gowns  or  evening  costumes  cannot  afford  to  miss  this  superb  showing. 
As  one  lady  remarked,  "It  takes  time  from  shopping,  but  they're  so 
pretty  I  just  had  to  stop  and  look  at  them." 

"If  you  would  know  the  value  of  money,  try  to  borrow  some."  A 
volume  of  good  advice  on  the  subject  of  saving  would  fail  to  convince 
as  would  this  simple  test. 

Quotations  or  extracts  set  in  smaller  type  and  made  sepa- 
rate paragraphs  need  no  quotation  marks.  Change  of  size  is 
enough  to  show  that  the  quotation  is  not  a  part  of  the  text. 


§  5  PUNCTUATING  AND  EDITING  13 

36.  Where  there  is  a  quotation  within  a  quotation,  the 
second    quotation    should    be    enclosed    in   single   quotation 
marks  ('  '). 

A  customer  remarked  the  other  day,  "Until  a  friend  of  mine  asked 
me  'Why  don't  you  go  to  Browns?'  I  had  never  thought  of  coming 
here  for  rugs." 

37.  Quotation  marks  are  sometimes  used  to  distinguish 
slang  or  ungrammatical  expressions  that  might  otherwise  be 
taken  as  the  writer's  own  choice  of  language. 

Some  of  our  friends  are  advising  us  to  "cut  out"  these  low-priced 
offerings. 


THE    APOSTROPHE 

38.  The    apostrophe    (')    is    used    (1)    to    denote    the 
possessive  case;  and  (2)  as  a  substitute  for  omitted  letters 
or  figures. 

39.  All  singular  nouns  and  all  plural  nouns  ending  with 
any  other  letter  than  s,  form  the  possessive  by  the  addition 
of  the  apostrophe  and  s. 

Boy's  nature;  man's  estate;  men's  hats;  the  people's  rights. 

Exceptions  to  this  rule  are  to  be  found  in  a  few  phrases 
that  have  become  established  by  long  usage. 

For  righteousness'  sake;  for  conscience'  sake;  for  goodness'  sake. 

Such  forms  as  Evans'  ale  are  usually  written  in  advertising 
copy  without  the  addition  of  the  possessive  s. 

40.  For  all  nouns  in  the  plural  number  that  end  in  s, 
the  apostrophe  must  follow  the  5. 

Boys'  clothing;  horses'  heads;    countesses'  costumes;    ladies'  gar- 
ments; girls'  games. 

41.  When  two  names  are  in  apposition  or  constitute  a 
title,  the  possessive  sign  is  usually  attached  to  the  last. 

The  Czar  of  Russia's  reign;  Tennyson,  the  poet's,  home;  the  Mayor 
of  Boston's  address;  Mellet,  the  meat  man's,  offerings. 


14  PUNCTUATING  AND  EDITING  §5 

42.  The  apostrophe  should  not  be  used  with  the  posses- 
sive pronouns  hers,  its,  ours,  yours,  or  theirs.     It's,  a  contrac- 
tion of  it  is,  does  require  the  apostrophe.     The  indefinite 
pronouns    one,   other,  either,   neither,   and   another  form   the 
possessive  in  the  same  way  as  nouns. 

One's  party;  others'  goods;  cither's  happiness;  neither's  affair. 

43.  When   several  possessive  nouns  modify  the   same 
word  and  imply  common  possession,  the  apostrophe  is  added 
to   the   last  word    only.     Where,   however,   the  possessive 
nouns  modify  words  not  common  to  all,  whether  expressed 
or  implied,  the  apostrophe  is  added  to  each. 

John  and  Eliza's  books(joint  ownership);  John's  and  Eliza's  books 
(individual  ownership);  William  and  Mary's  reign;  Caesar's  and  Napo- 
leon's victories;  Smith,  Gray  &  Company's  store;  men's,  women's, 
and  children's  shoes. 

NOTE. — In  such  titles  as  Merchants  and  Mechanics  Bank,  Adams 
Express  Company,  Ladies  Dressing  Room,  etc.,  many  writers  regard 
the  words  Merchants,  Mechanics,  Adams,  etc.  as  adjectives,  and  hence 
write  them  without  the  apostrophe. 

44.  The  apostrophe  is  used  to  indicate  the  omission  of 
letters  in  dialect,  in  familiar  dialogue,  in  poetry,  and  in  dates, 
when  the  century  is  understood. 

I'll;  I'm;  doesn't;  couldn't;  'twas;  ne'er;  it's  this  way;  the  spirit  of 
'76;  the  Argonauts  of  '49. 

45.  The  apostrophe  is  used  in  an  arbitrary  manner  to 
denote  the  plural  of  figures  and  letters. 

Mind  your  p's  and  q's.     Here  are  seven  3's  and  three  7's. 


MISCELLANEOUS  MARKS 

46.  The  brace  {  }  is  used  in  grouping. 

[by      1 

{[a  —  (b  +  <:)]  —  d}  Homes \  over    |  the  sea. 

[under] 

47.  The  caret  (A)  marks  the  insertion  of  a  word  or  let- 
ter accidentally  omitted. 

a  best 

Seprate;  Honesty  is  the  policy. 
A  A 


§5  PUNCTUATING  AND  EDITING  15 

48.  Ditto  marks   (")   are  used  to  denote  that  some- 
thing is   to   be   understood   as   repeated    from   immediately 
above.     When  any  word  or  expression  with  its  accompany- 
ing punctuation  is  to  be  repeated,  the  fact  is  indicated  by 
writing  ditto  marks  instead  or  by  writing  do.,  the  abbrevia- 
tion of  ditto.     The  use  of  ditto  marks  is  to  be  discouraged 
except   in    bookkeeping,   where    they   serve  a  distinct   and 
peculiar  purpose. 

49.  Special  attention  to  a  statement  is  generally  denoted 
by  an  index,   or  fist    (8®°).     The   term   fist  is   preferred 
among  printers;  in  fact,  they  rarely  use  the  regular  name 
index. 

50.  The    paragraph,    mark    (^j)    is    used    in    copy    to 
denote  that  a  new  paragraph  should  be  begun.     Often  in  the 
hurry  of  writing,  the  writer  will  fail  to  begin  a  new  para- 
graph at  a  point  where  a  new  one  would  be  advisable.     In 
such  cases,  the  use  of  the  paragraph  mark  is  an  easy  way  of 
indicating   to  the   printer  that  a  new  paragraph  should  be 
started.     The  printer  is  not  expected  to  set  the  mark  up  in 
type  unless  directed,  by  a  marginal  note,  to  do  so. 


CAPITALIZATION 

51.  There  is  much  difference  of  opinion  among  writers 
and  printers  with  regard  to  capitalization:  some  argue 
that  capitals  should  be  used  freely  and  according  to  certain 
rigid  rules;  while  others,  going  to  the  other  extreme,  would 
disregard  capitalization  except  for  proper  names  and  the 
beginning  of  sentences.  The  following  brief  discussion  of 
the  subject  takes  the  middle  position  between  the  two 
extremes.  The  rules  and  examples  given  will  be  found  to 
cover  the  ground  thoroughly  enough  for  all  the  practical 
needs  of  the  advertising  man. 

Display  advertising  is  governed  only  in  a  general  way 
by  capitalization  rules.  Usually,  the  important  words  and 
emphatic  statements  are  given  prominence  by  being  set 
wholly  or  partly  in  capitals,  or  in  a  different  style  or  size  of 


16  PUNCTUATING  AND  EDITING  §5 

type  from  the  surrounding  text.  An  examination  of  the 
advertisements  of  any  well-set  newspaper  or  magazine  will 
at  once  make  this  apparent.  Common  nouns  like  Suits, 
Stocking's,  etc.  are  frequently  capitalized  for  the  sake  of 
emphasis.  Grammatical  rules  are  disregarded  for  the  sake 
of  better  display.  The  ad-writer,  therefore,  in  preparing 
copy  for  newspaper  or  poster  advertisements  will  be  gov- 
erned by  the  laws  of  display  rather  than  by  the  rules  for 
capitalization.  It  is  well  to  remember,  however,  that  a  too 
frequent  use  of  capitals  for  emphasis  will  weaken  rather 
than  strengthen  the  argument.  Put  in  a  capital  only  when 
it  helps  along  the  idea. 

Where  both  upper-case  letters  (printers'  term  for  capitals) 
and  lower-case  letters  (printers'  term  for  letters  that  are  not 
capitals)  are  used  in  a  heading,  it  is  customary  to  capitalize 
the  first  word  and  all  important  words.  Such  words  as  and, 
the,  or,  etc.  are  not  usually  capitalized  unless  they  begin  the 
heading.  Note  the  following  example: 

The  Butter  that  Betters  the  Bread 

52.  The  following  rules  apply  more  particularly  to  the 
text,    or    body    matter,    of    an    advertisement    than   to    the 
displayed  portion. 

53.  Begin  with  a  capital,  the  first  word  of  a  note,  letter, 
legal  or  other  document;  of  a  written  or  printed  essay,  pref- 
ace, tract,  lecture,  magazine  or  newspaper  article;  of  a  book, 
chapter,  section,  or  paragraph;  of  every  direct  quotation  or 
question,  and  of  every  line  of  poetry. 

54.  Begin   with  capitals,  the  initial  words  of  examples 
and  of  numbered  items,  if  they  are  complete  sentences. 

A  proverb  is  a  wise  saying;  as,  Honesty  is  the  best  policy. 

Cravats,  regular  50c.  kind 40c. 

Linen  collars,  the  4-ply  kind 2  for  25c. 

Fine  line  of  regular  25c.  hose 20c. 

55.  In    quoting   titles    of   books,   essays,    poems,    etc., 
capitalize  all  important,  emphatic,  and  contrasted  words. 

Whitney's  "Life  and  Growth  of  Language." 
Tyndall's  "Hours  of  Exercise  in  the  Alps." 


§5  PUNCTUATING  AND  EDITING  17 

56.  The  names  and  titles  of  God  and  Christ,  and  all 
expressions  used  to  denote  writings  regarded  as  sacred,  or 
any  portion  of  such  writings,  should  begin  with  capitals. 

Jehovah,  Father,  Son  of  God,  Infinite  One,  the  Holy  Bible,  the 
Sacred  Scriptures,  the  Old  Testament,  the  Koran,  the  Pentateuch. 

57.  Begin  all  proper  names  with  capitals. 

Napoleon,  Russia,  Easter,  Huyler,  New  York,  DeVinne,  William. 

While  this  rule  is  universally  accepted,  its  application  has 
led  to  some  confusion  and  disagreement,  turning  chiefly  on 
the  signification  of  the  words  proper  name. 

There  is  practically  no  disagreement  regarding  the  names 
of  persons  or  places.  In  the  naming,  however,  of  bodies  of 
water,  mountains,  streets,  counties,  etc.,  the  generic,  or  class, 
name  is  frequently  written  with  a  small  letter. 

Arctic  ocean,  Yukon  river,  Monroe  street,  Allegheny  mountains, 
Pike  county. 

But  when  one  of  these  names  is  an  essential  part  of  the 
proper  name — especially  when  the  distinctive  word  is  also 
common — it  should  be  capitalized. 

North  River,  Rocky  Mountains,  Dead  Sea,  Clear  Creek,  Laughing 
Water. 

When  the  generic  element  of  a  geographical  name  pre- 
cedes the  specific,  it  should  be  capitalized,  except  when  it 
follows  the  definite  article. 

Lake  Como,  Mount  Washington,  Cape  May,  River  Styx;  but,  the 
river  Thames,  the  lake  Victoria  Nyanza,  the  peninsula  of  Arabia,  the 
isthmus  of  Panama. 

The  principal  words  in  the  names  of  holidays  and  historic 
events  should  be  capitalized. 

Fourth  of  July,  Labor  Day,  Battle  of  Santiago. 

58.  Adjectives  and  nouns  derived  from  proper  names 
are  usually  written  with  capitals;  but  when  such  words  are 
used  to  name  minerals,  elements,  or  in  a  general  way,  they 
are  not  capitalized. 

Hebraic,  Jovian,  Spanish,  American,  Elizabethan,  etc.;  but,  damask, 
china,  hermetical,  epicure,  cashmere,  champagne,  mercurial,  gallium, 
scandium,  danaite,  caledonite,  india  ink. 


18  PUNCTUATING  AND  EDITING  §5 

59.  Words    denoting    direction,    when    used    to    name 
countries  or  districts,   are  usually  capitalized. 

The  cities  of  the  South,  the  Orient,  the  Levant,  the  Far  West,  the 
Boreal  regions,  East  Side. 

60.  The  names  of  days,  months,  and  festivals  always 
take  a  capital.     The  names  of  seasons  of  the  year  are  not 
usually  capitalized  in  strictly  literary  matter,  but  are  often 
capitalized  in   advertising  for  the  sake  of  the  prominence 
afforded  by  the  capitalization. 

Come  and  see  our  Paris  Fall  Suits. 

When   personified,   the  names   of    seasons    and  of   other 
common  nouns  should  always  be  capitalized. 
Old  Winter  is  here  with  his  chilly  blasts. 
O  Liberty,  what  crimes  are  committed  in  thy  name! 

61.  Titles   of   honor,  respect,   and   office  should  begin 
with  capitals. 

His  Honor  the  Mayor,  Dear  Sir,  My   dear  Madam. 

62.  Names  of  political  parties  and  religious  denomina- 
tions should  be  capitalized,   as   should  also  the  names  of 
particular  bills,  acts,  or  laws. 

Democrats,  Republicans,  Methodists,   Baptists,   the  Suffrage  Bill, 
Employers'  Liability  Act. 

63.  When  used  in  a  specific  sense,  as  in  rules,  reports, 
and  documents,  such  words  as  president,  chairman,  directors, 
committee,  school,   institution,   etc.  should  be   capitalized;  in 
ordinary  generic  use,  small  letters  should  be  used. 

64.  Official  or  honorary  titles,  when  prefixed  to  proper 
names,  should  have  initial  capitals. 

Professor  Whitney,  President  Roosevelt,  Admiral  Schley,  Pope  Leo, 
Commissioner  Parker. 

65.  Prefixed  terms  denoting  mere  relationship  should 
begin  with  small  letters;  as,  cousin  John,  aunt  Mary,  uncle 
Smith.     When,  however,  these  words  do  not  denote  real  but 
official  relationship,  as  in  the  case  of  officials  in  the  Roman 
Catholic  Church,  capitals  are  required;  as,  Brother  Azarias, 
Sister  Dorcas. 


§5  PUNCTUATING  AND  EDITING  19 

66.  Generic  names  in  botany  should  always  begin  with 
capitals,  and  specific  names  also,  if  they  are  derived  from 
proper  names. 

Claytonia    Virginica,   Epigcsa   repens,    Fragaria   Virginiana,  var. 
lllincenisis. 

67.  The  pronoun  /  and  the  interjection  O  should  always 
be  capitals. 

The  interjection  oh  should  not  be  written  with  a  capital, 
except  when  at  the  beginning  of  a  sentence  or  a  line  of  poetry. 


COMPOUNDING 

68.  The  subject  of  compounding  is  a  complex  one,  to 
which  entire  volumes  are  devoted.  It  is  not  possible  within 
the  space  of  a  few  paragraphs  to  lay  down  more  than  those 
general  rules  with  which  every  writer  should  be  familiar. 
The  rules  are: 

I.  All  words  should  be  written  separately  when  used  in  their 
regular  grammatical  construction  unless  they  are  jointly  applied 
in  some  arbitrary  way. 

II.  Abnormal  association  of  words  generally  indicates  unifi- 
cation in  sense,  and  hence  compounding  in  form. 

III.  No  expression  should  ever  be  changed  from  two  or  more 
words  into  one  (either  hyphenated,  as  GOOD-NATURED,  or  solid, 
as  OVERBID)  unless  the  usual  sense  is  changed. 

By  these  rules,  two  words  that  unify  to  convey  one  mean- 
ing should  either  be  connected  by  a  hyphen  or  be  written  as 
a  solid  compound.  Examples  are  found  in  half-tone,  mince- 
meat, two-thirds,  so-called,  single-breasted,  first-class,  high-grade, 
ill-mannered,  underrate,  bookkeeper,  overcharge,  broadcloth,  type- 
writing, businesslike. 

Solid  compounds,  such  as  bookkeeper,  bedroom,  steamboat, 
railroad,  etc.,  generally  begin  their  use  as  hyphenated  com- 
pounds and  are  not  made  solid  compounds  unless  usage 
makes  the  hyphen  unnecessary.  Nothing  except  a  good 
dictionary  is  a  safe  guide  as  to  whether  the  hyphenated  form 


20  PUNCTUATING  AND  EDITING  §  5 

or  the  solid  form  is  the  better  usage  for  a  given  word,  and 
even  the  best  dictionaries  are  not  entirely  consistent. 

69.  Compounding  is  sometimes  absolutely  necessary  in 
order  to  preserve  the  intended  meaning.  A  large  diamond 
is  an  imposing  stone,  but  imposing-stone  %  the  same  two  words 
connected  by  a  hyphen,  means  a  stone  or  metal  table  used  in  a 
printing  office,  a  thing  not  at  all  imposing  in  the  normal 
adjectival  sense  of  imposing.  Brickyard  is  entirely  different 
in  meaning  from  brickyard;  the  first  indicates  a  yard  paved 
with  bricks,  the  other,  a  place  where  bricks  are  made.  Five 
dollar  payments  is  ambiguous;  if  the  hyphen  is  used  and  the 
phrase  written  as  five-dollar  payments  or  five  dollar-payments ', 
the  meaning  is  at  once  made  clear. 

Expressions  like  a  stylishly  tailored  gown  do  not  need  the 
hyphen,  for  the  relation  between  stylishly  and  tailored  is  the 
normal  relation  between  an  adverb  and  an  adjective;  but  in 
an  ill-mannered  man,  the  hyphen  is  used  to  confine  the  sense  of 
ill  to  mannered  and  prevent  the  meaning  that  the  man  is  ill. 

Avoid  an  overuse  of  the  hyphen.  Unless  it  is  clear  that 
words  should  be  compounded,  write  them  separately. 


STYLE 

70.  Among  his  first  practical  experiences  with  the  printer, 
the  ad-writer  will  probably  hear  much  talk  of  style.  Style 
is  the  term  used  among  printers  for  the  arrangement  of  the 
details  of  a  work  or  composition.  Every  printing  office  has 
a  style — written  or  implied — peculiar  to  itself,  and  held  to 
strictly  by  no  other  office.  In  one  office,  one  form  of  spell- 
ing is  followed;  in  another,  some  other  form  of  the  same 
word  is  preferred;  in  one,  abbreviations  are  freely  used;  in 
another,  the  rule  may  be  to  spell  out  everything  possible; 
and  so  on  in  a  hundred  other  details,  whether  of  spelling, 
punctuation,  or  typographical  arrangement. 

The  ad-writer  should  follow  the  style  set  in  each  particular 
office,  but  only  in  so  far  as  it  does  not  interfere  with  the 
force  or  meaning  of  his  writing.  For  the  ad-writer's  guid- 


§5  PUNCTUATING  AND  EDITING  21 

ance,  however,  a  few  items  are  given  here  of  choice  in  style 
such  as  may  be  considered  to  be  generally  accepted  in  all 
offices. 

In  display  advertising,  very  little  attention  is  paid  to  style, 
everything  in  that  case  depending  on  the  appearance  of  the 
job.  Hence  the  following  observations  regarding  printing- 
house  style  refer,  so  far  as  the  ad-writer  is  concerned,  only 
to  booklet  and  circular  work  in  general. 

The  writer's  own  sense  of  appropriateness  should  guide 
him  in  many  matters.  For  instance,  if  a  sentence  must  be 
set  in  Italic  or  black-faced  type,  the  last  word  or  two  should 
not  be  run  over  to  a  new  line  if  it  is  possible  to  have  the 
entire  sentence  in  one  line. 

71.  Division  of  Words  and  Paragraphs. — As  printers 
are  not  always  particular  in  dividing  words  properly  at  the 
ends  of  lines,  every  ad-writer  should  be  familiar  with  some 
general  principles  and  should  consult  a  good  dictionary 
when  in  doubt. 

With  a  few  simple  exceptions,  words  containing  more  than 
one  syllable  may  be  divided  between  any  two  of  the  syllables. 
The  only  difficulty  comes  in  deciding  just  where,  in  some 
words,  one  syllable  ends  and  another  begins.  Many  persons 
unaccustomed  to  reading  printed  matter  critically  would  allow 
the  division  know-ledge  to  pass  as  correct,  when  knowl-edge  is 
regarded  generally  as  the  correct  syllabical  division  of  the  word. 

As  a  general  rule,  in  dividing  before  ing,  do  not  take  over 
a  consonant  with  this  suffix  unless  a  preceding  consonant 
has  been  doubled  on  account  of  the  adding  of  ing.  Dane-ing 
is  properly  divided  as  here  shown;  and,  in  accordance  with 
the  rule,  dwell-ing  is  divided  with  only  ing  carried  over;  but 
winning  is  divided  win-ning  because  an  extra  n  is  added 
when  ing  is  suffixed. 

The  Standard  Dictionary  recommends  in  the  case  of  such 
words  as  baking,  where  the  accented  vowel  is  long,  that  the 
words  be  divided  as  ba-king,  bela-ted,  etc.  This  is  the  only 
exception  to  the  rule  just  given,  and  the  distinction  is  so  fine 
that  many  writers  do  not  heed  it. 


22  PUNCTUATING  AND  EDITING  §  5 

As  a  general  rule,  two  consonants  pronounced  separately 
should  go  in  different  syllables.  The  word  children  is  not 
pronounced  child-ren,  but  chil-dren;  nor  is  picture  pronounced 
pict-nre,  but  pic-ture.  The  rule  of  thus  going  by  sound  is 
a  good  general  one,  though  when  it  would  make  divisions 
like  troub-le,  a  better  plan  is  to  make  an  exception  and  avoid 
a  two-letter  division  by  carrying  over  the  letter  b  with  the 
final  syllable.  One  very  practical  point  should  be  kept  in 
mind,  and  that  is  that  the  part  of  the  word  at  the  end 
of  the  line  should,  if  possible,  suggest  the  part  carried  over. 
For  this  reason,  remem-ber  is  a  much  better  division  than 
re-member.  Note  these  divisions:  pro-gress  (verb),  prog-ress 
(noun),  rep-resent,  pecid-iar,  pref-erence,  catas-trophe,  geog- 
raphy, dou-ble,  will-ing,  mil-lion,  corre-spondence,  respond-ent, 
abun-dance,  depend-ent,  impor-tance,  inter-est,  minis-ter,  pun-ish, 
thou-sand,  provi-sion,  self-is  A,  spe-cial,  proc-ess,  pro-ceed, 
pleas-ure. 

72.  A  word  should  not  be  so  divided  that  a  single  letter 
is  left  at  the  end  of  a  line.     Apart,  abide,  again,  and  other 
words  of  like  construction,  should  never  be  divided. 

The  addition  of  s  to  form  the  plural  of  a  noun,  as  horses, 
fences,  etc.,  does  not  justify  a  division  on  the  last  portion  so 
formed.  This  division  of  circumstan-ces  would  be  wrong. 
Never  divide  through,  given,  often,  proved,  changed,  drowned, 
or  any  word  of  only  one  syllable. 

Do  not  divide  at  the  end  of  a  line  an  amount  expressed  in 
figures.  P.  M.,  A.  M.,  D.  c.,  and  similar  groups  of  abbrevia- 
tions should  not  be  divided  at  the  end  of  a  line  or  run  over 
to  another  line  when  they  end  a  paragraph.  If  such  a  "carry- 
ing over"  seems  unavoidable,  carry  over  also  the  preceding 
word.  A  name  like  C.  E.  Hale  should  not  be  divided  so  that 
C.  is  on  one  line  and  E.  on  another.  Even  a  division  with 
both  initials  on  one  line  and  Hale  on  the  next  should  be 
avoided.  A  punctuation  mark  that  belongs  at  the  end  of 
a  line  must  never  be  carried  over  to  the  next. 

73.  Words  of  only  four  letters  like  into  and  upon  should 
not  be  divided  unless  the  extreme  narrowness  of  the  column 


§  5  PUNCTUATING  AND  EDITING  23 

makes  division  imperative.  It  is  better  to  have  no  divisions 
that  leave  only  two  letters  at  the  end  of  the  line. 

Avoid  in  any  case  the  carrying  over  of  a  syllable  of  two 
letters  to  a  new  line.  The  effect  is  especially  poor  when 
the  syllable  ends  a  paragraph.  If  the  spacing  cannot  be 
rearranged  so  as  to  bring  the  syllable  back  to  the  preceding 
line,  try  to  cut  out  an  unimportant  word  so  as  to  make 
room.  If  this  cannot  be  done,  perhaps  a  few  strong  words 
can  be  added  to  the  short  line,  thus  preventing  the  poor 
typographical  appearance  and  at  the  same  time  strengthen- 
ing the  copy.  In  some  mediums,  a  line  of  space  costs  $5, 
and  should  thus  be  used  to  the  best  possible  advantage. 

In  booklet  or  folder  copy,  avoid  having  one  line  of  a  new 
paragraph  appear  at  the  bottom  of  a  page;  have  at  least 
two  lines;  if  possible  have  three  lines.  It  is  just  as  bad 
form  to  carry  a  final  short  line  of  a  paragraph  over  to  a 
new  page. 

74.  Use  and  Non-Use  of  Figures. — In  general  matter, 
it  is  common  to  use  figures  for  100  or  more,  except  in  the 
case  of  large  round  numbers,  such  as  one  thousand  or  three 
millions.  It  is  not  uncommon,  however,  to  use  figures  for 
numbers  of  10  or  more,  especially  when  several  numbers 
are  used  together. 

In  statistical  matter,  all  numbers  should  be  in  figures. 

Figures  should  always  be  used  for  the  street  number  of  a 
house,  and  commonly  for  the  name  of  a  street  above  ninety- 
ninth. 

Sums  of  money,  especially  $1  or  more,  are  usually  printed 
in  figures,  except  in  the  case  of  large  round  sums,  as  three 
million  dollars,  eight  hundred  thousand  poiinds,  etc. 

Ciphers  are  not  needed  on  even  amounts  of  dollars,  unless 
there  are  a  number  of  amounts  arranged  in  columns,  some 
being  even  amounts  of  dollars  and  some  consisting  of 
dollars  and  cents.  Write  twenty-five  dollars  as  $25  when  it 
stands  alone,  omitting  even  the  decimal  point  unless  the 
amount  ends  a  sentence  in  text  matter  when,  of  course,  the 
point  would  be  needed  as  a  period. 


24  PUNCTUATING  AND  EDITING  §5 

The  time  of  day  is  usually  printed  in  figures;  also,  any 
length  of  time,  especially  with  more  than  one  denomination, 
as  hours,  minutes,  or  seconds. 

75.  Abbreviations. — Military  or  naval  and  some  pro- 
fessional titles  preceding  names  are  nearly  always  abbrevi- 
ated; as,  Capt.  Andrews,  Dr.  Logan,  Rev.  Hillis. 

Titles  of  collegiate  degrees  are  abbreviated;  as,  Geo. 
McLeod,  Ph.  D. 

An  abbreviation  is  frequently  used  for  the  name  of  a 
state  following  that  of  a  county,  city,  town,  or  village,  and 
sometimes  for  the  word  county  between  the  place  and  the 
state;  as,  Rochester,  Monroe  Co.,  N.  Y. 

When  a  number  is  expressed  by  figures  and  is  followed  by 
the  abbreviation  of  the  name  of  a  unit,  the  abbreviation 
should  be  printed  in  the  singular  form;  thus,  24  Ib.  9  oz., 
not  24  Ibs.  9  ozs. 

76.  The  abbreviations  for  second,  third,  twenty-second 
should  be  printed  2d,  3d,  22d,  not  2nd,  3rd,  22nd.     Use  th 
or  d  only  when  the  day  or  a  word  standing  for  it  (such  as 
instant  or  Proximo)  follows.     Let  the  style  be  September  18, 
1906;  Your  letter  of  March  20;  On  the  10th  day  of  May ;   Yours 
of  the  3d  ultimo;  etc.     In  Great  Britain,  the  prevailing  style 
in  writing  dates  is  to  place  figures  expressing  the  day  of  the 
month  ahead  of  the  name  of  the  month;  as  22d February,  1900. 

Where  company  is  abbreviated  in  firm  titles,  such  as  Smith 
&  Co.,  the  &  should  be  used.  It  is  better  form  to  write  and 
in  full  when  company  is  written  in  full;  but  if  a  firm  prints  or 
signs  its  title  as  Smith  &  Company,  follow  the  form  used. 

In  writing  dimensions  and  specifications,  such  forms  as 
8  X  10,  8- foot,  10-point,  etc.,  are  recommended. 

Do  not  use  the  sign  for  per  cent.  (%)  in  one  place  and 
write  per  cent,  in  another. 

Some  classes  of  advertising  abound  so  much  in  prices  that 
such  abbreviations  as  25c  are  recommended  when  they  would 
not  be  recommended  in  other  classes  of  printing,  but  do  not 
go  to  excess  in  abbreviating.  Such  abbreviating  as  &  for 
and  in  body  matter,  Xmas  for  Christmas,  etc.  cheapens  the 


§  5  PUNCTUATING  AND  EDITING  25 

style.     Words    like   received,  president,  secretary,   should   be 
spelled  out  in  body  matter. 

77.  Italicizing. — All  foreign  words  recognized  as  such 
should    be    printed    in    Italic.     Familiar   foreign   words   or 
abbreviations,   however,   should  be  printed  in  Roman;  as, 
i.  e.,  viz.,  vice  versa,  verbatim,  bona  fide,  menu,  via,  per 
diem,    and    some    others.     The    titles    of   newspapers    and 
magazines  are  usually  set  in  Italic  and  not  quoted.     Some 
printing  offices  italicize  also  the  names  of  books,   but  in 
many  offices  it  is  the  practice  to  quote  them.     In  the  case 
of  such  well-known  books  as  Pilgrim's  Progress,  Robinson 
Crusoe,  etc.,  it  is  not  necessary  to  quote.     To  use  the  quota- 
tion marks  in  such  a  case  is  a  reflection  on  the  intelligence 
of  readers.  

EDITING  OF  COPY 

78.  Importance   of  Editing. — Never  send  hurriedly 
prepared  copy  to  the  printer  with  the  intention  of  revising  it 
in  the  proof.     Corrections  and  changes  in  the  proof  mean 
delay  and  additional  expense.     Before  handing  in  copy,  be 
sure  to  indicate  every  paragraph,  capital,  and  punctuation 
mark.     See  that  every  word  is  spelled  correctly  and  that 
every  sentence  is  cle^ar  and  grammatically  correct.     Special 
care  should  be  taken  to  indicate  the  end  of  each  sentence. 
In  pen-written  or  pencil-written  copy,  commas  and  periods 
are  so  much  alike  that  it  is  best  for  the  ad-writer  always  to 
put  rings  around  periods;  thus,  O.     Some  ad-writers  use  a 
cross  for  a  period;  thus,  x-     Either  method  saves  the  printer 
the  trouble  of  guessing  whether  a  hurriedly  made  mark  is  a 
period  or  a  comma. 

79.  Some  words  are  spelled  in  two  ways;  cigar  and  segar 
are  examples.     Be  consistent  in  writing  such  words;  if  the 
cigar  form  of  the  word  is  used  in  one  place,  that  form  should 
be  used  all  through  the  copy.     Do  not  write  catalog  in  one 
place  and  catalogue  in  another.     If  the  proper  way  of  writing 
a  firm  name  is  Smith  &  Tanner,  do  not  spell  out  and  in  the 
copy  and  expect  the  printer  to  change  and  into  the  shorter 


26  PUNCTUATING  AND  EDITING  §5 

form.  If  a  given  word  is  capitalized  in  one  place,  see  that 
it  is  capitalized  everywhere  in  the  advertisement  unless  the 
word  changes  its  significance. 

Do  not  make  the  letters  5*  and  L  so  much  alike  that  one 
may  be  mistaken  for  the  other.  Dot  the  i's  and  cross  the  t's. 
The  letters  u  and  n  may  be  easily  confounded  unless  written 
carefully;  so  may  a  and  o,  m  and  w,  and  others. 

Careful  editing  will  usually  result  in  finding  some  long  or 
involved  sentence  that  can  be  arranged  in  a  clearer  or  a 
smoother  form.  A  construction  like  "The  fit  and  style  is 
perfect,"  which  seemed  to  be  right  when  first  written,  will  be 
seen  to  be  erroneous,  and  the  plural  verb  are  will  be  substi- 
tuted. Here  and  there  a  word  can  be  picked  out  that  does 
not  give  just  the  shade  of  meaning  desired,  and  other  words 
can  be  substituted.  Fig.  1  affords  a  practical  illustration. 
The  word  high  is  used  twice  in  the  first  line  and  is  followed 
by  higher  in  the  second;  this  is  rather  more  repetition  than 
is  desirable.  A  second  reading  of  the  copy  would  probably 
have  enabled  the  writer  to  see  this  and  thus  cause  a  change 
to  be  made  in  the  language.  A  few  minutes  spent  in  going 
over  the  copy  critically  will  be  time  well  invested,  and  will 
save  the  ad-writer  many  humiliating  mistakes. 

80.  If  it  is  desired  to  restore  some  matter  that  has  been 
crossed  out  by  mistake,  put  a  line  of  dots  (....)  under  the 
matter  and  write  the  word  stet  in  the  margin.  See  Fig.  1. 
Tr.  or  trans,  written  in  the  margin  means  that  certain  marked 
words  in  the  line  should  be  transposed.  Another  method  of 
indicating  a  transposition  is  to  number  the  words  1,  2,  3,  etc., 
in  the  new  order  in  which  they  are  to  come  and  then  to  write 
tr.  or  trans,  in  the  margin. 

Never  use  abbreviations  in  copy,  unless  it  is  desired  to 
have  them  in  the  proof.  If  the  copy  reads  U.  S.,  the  com- 
positor cannot  be  expected  to  set  United  States;  from  the 
days  of  his  apprenticeship  he  is  taught  to  "follow  copy."  If 
an  abbreviation  has  been  inadvertently  used,  a  ring  around 
it  will  indicate  to  the  compositor  that  the  word  is  to  be  set  in 
full. 


§5  PUNCTUATING  AND  EDITING  27 

If  a  capital  letter  is  used  and  the  writer  then  decides  that 
a  lower-case  letter  would  be  better,  a  diagonal  line  should  be 
drawn  through  the  capital.  See  the  fifth  line  of  Fig.  1.  If 
a  capital  is  to  be  set  where  a  small  letter  has  been  used,  put 
three  lines  (^)  under  the  letter.  See  the  fourth  line  of 
Fig.  1. 

A  single  ( — )line  placed  under  a  letter,  word,  or  words, 
means  that  Italic  should  be  used;  two  lines  (=),  that  SMALL 
CAPITALS  should  be  used;  three  lines  (=),  that  REGULAR, 
or  LARGE,  CAPITALS  should  be  used;  and  four  lines  (=), 
that  ITALIC  CAPITALS  should  be  used.  A  single  waved 
line  (-^-)  means  that  black-faced  type  should  be  used;  three 
straight  lines  and  a  waved  one  (===)  that  BLACK-FACED 
CAPITALS  should  be  used.  See  the  fourth  line  of  Fig.  1. 

To  make  doubly  sure,  the  correct  line-indication  may  be 
made  and  then  [italJ],  \_b.  /.],  etc.  written  in  the  margin. 
Do  not  capitalize,  italicize,  or  use  black-faced  type  to  excess. 
The  language  used  should  be  forcible  enough  to  require  only 
a  limited  amount  of  this  mechanical  emphasis. 

If  a  new  paragraph  has  been  begun  and  the  writer  then 
concludes  that  it  will  be  better  not  to  have  it,  he  should  mark 
No  ^j  near  the  first  word,  or  indicate  by  a  line  that  the  matter 
is  to  be  run  in.  See  how  the  third  and  fourth  lines  of  Fig.  1 
are  marked. 

81.  Type-written  Copy. — When  it  is  possible  to  do  so, 
copy  should  be  type-written.     Good  typewriting  enables  one 
to  estimate  with  accuracy  the  amount  of  space  the  matter 
will  occupy  in  type,  saves  both  the  time  and  the  patience  of 
the  compositor  and  the  proof-reader,  insures  correct  compo- 
sition, and  hastens  the  arrival  of  the  proof.     The  standard 
line  on  typewriters  fitted  with  the  regular  pica  type  is  about 
seventy  spaces  long,  and  on  an  average  will  accommodate 
about  twelve  words.     Where  there  are  many  paragraphs,  the 
short,  or  broken,  line  will  make  the  copy  "run  long,"  and 
some  allowance  must  be  made. 

82.  Pen-Written    Copy. — Although    printers    can    set 
from  pencil-written  copy  readily  enough  when  it  is  prepared 


28  PUNCTUATING  AND  EDITING  §5 

carefully,  pen-written  copy  is  preferable  for  the  reason 
that  it  is  more  legible.  Pencil-written  copy,  even  if  per- 
fectly legible,  when  sent  to  the  printer,  is  liable  to  become 
smeared  and  rubbed  to  an  illegible  condition  by  being 
handled  by  soiled  hands.  Use  black  ink. 

83.  Kind  of  Paper  to  Use. — The  sheets  of  paper  on 
which  copy  is  written  should  be  uniform  in  size.     When  odds 
and  ends  of  paper  have  been  used  for  copy,  and  interleaved 
with  additions  on  small  scraps,    it  is  very  difficult  to  make 
a  correct  estimate  of  the  amount  of  space  required  for  the 
matter.     Besides,  a  mass  of  sheets  of  all  sizes  is  hard  to 
handle,  and  some  of  the  copy  is  liable  to  be  lost. 

Nearly  any  small  size  of  sheet  will  do,  but  sheets  more 
than  10  or  11  inches  long  are  inconvenient  for  compositors. 
Ordinary  wrapping  paper,  if  tough,  makes  fair  copy  paper 
when  cut  into  small  sheets.  All  light  shades  of  orange, 
yellow,  and  brown  are  easy  on  the  eyes.  Any  strong  white 
paper  is,  of  course,  satisfactory. 

Very  thin  paper  that  cannot  be  kept  in  position  on  the 
compositor's  case,  and  very  thick  paper  that  is  liable  to 
crack,  are  objectionable.  Manuscript  should  be  sent  to  the 
printer  either  flat  or  folded,  but  never  rolled.  Write  on  only 
one  side  of  the  paper.  Do  not  fasten  the  sheets  together. 

84.  Numbering    of    Sheets    and    Insertions. — The 

sheets  of  copy  should  be  numbered  accurately  and  consecu- 
tively, so  that,  if  necessary,  they  can  be  given  to  different 
compositors  without  any  danger  of  becoming  mixed.  A 
good  idea  is  to  put  a  ring  around  the  sheet  number  so  that 
it  will  not  be  mistaken  for  copy. 

When  extra  sheets  are  inserted  after  the  original  copy  ha3 
been  written  and  numbered,  these  extra  sheets  must  also  be 
numbered.  If  it  is  impracticable  to  renumber  the  entire 
manuscript,  the  inserted  leaves  should  receive  the  numbers 
of  the  preceding  leaves,  with  the  addition  of  letters  in  regu- 
lar alphabetical  order.  For  example,  if  three  sheets  are 
inserted  between  sheets  10  and  11,  the  original  page  10 
should  be  renumbered  lOa,  and  the  inserted  sheets  should 


§5 


PUNCTUATING  AND  EDITING 


29 


be  numbered  lOb,  We,  and  Wd;  it  would  also  be  well  to  put 
at  the  foot  of  sheet  lOa  a  note  to  the  compositor,  like  the 
following:  [Sheets  lOb,  We,  and  Wd  follow  here~\. 

If  it   becomes  necessary  to  cancel    two   sheets  between 


Reproduction   of  a  sheet  of  copy,  showing  how  corrections  and  changes  are  indi- 
cated.   Compare  with  Fig.  2 

sheets  10  and  13,  write  on  top  of  sheet  10,  \_Sheet  13  follows 
here,  sheets  11  and  12  eliminated].  The  word  folio  is  often 
used  instead  of  sheet. 

An  addition  to  a  manuscript  should  not  be  written  on  the 
back  of  the  sheet,  where  it  is  likely  to  be  overlooked;  but  if 


30  PUNCTUATING  AND  EDITING  §  5 

a  little  copy  is  written  there,  attention  should  be  called  to  it 
by  putting  in  brackets  on  the  face  of  the  copy  such  a  memo- 
randum as  [See  over-]  or  \_Insert  here  copy  on  back] . 

It  is  better  practice,  however,  to  write  out  the  new  copy 
on  a  separate  piece  of  paper  of  the  same  width  as  the 
original  sheet,  but  only  deep  enough  to  hold  the  alteration, 
and  then  attach  the  side  of  this  slip  to  the  margin  of  the 
original  copy,  folding  the  slip  thus  attached  over  on  the  face 
of  the  old  copy.  In  this  way,  the  original  copy  can  be  read 
by  simply  lifting  up  the  slip.  Place  an  asterisk  (*)  on  the 
slip  and  another  on  the  original  sheet,  showing  exactly 
where  the  new  copy  is  to  be  introduced;  or,  use  a  caret  (A) 
where  the  added  matter  is  to  go  in  and  run  a  line  from  the 
caret  out  to  the  added  matter.  The  last  line  of  Fig.  1  .shows 
how  the  caret  may  be  used  in  transposing  sentences. 

85.  If  copy  is  written  with  fair  space  between  the  lines, 
a  sentence  or  two  of  added  matter  can  be  inserted  between 
lines  and  a  caret  used  to  indicate  where  it  shall  come  in. 
See  the  seventh  line  of  Fig.  1.  Copy  may  be  interlined  and 
corrected  more  than  this  example  is  and  still  be  legible 
enough  for  the  printer  to  follow  accurately.  Still  it  is  a 
good  plan,  when  there  is  time,  to  have  a  "clean"  copy  made 
of  manuscript  that  is  very  full  of  corrections  and  interlinea- 
tions; the  time  of  an  $8-a-week  copyist  is  not  so. valuable  as 
that  of  a  printer  earning  $18,  $20,  $25,  or  more  a  week. 
When  there  is  any  chance  that  a  marginal  note  to  the  printer 
may  be  regarded  by  him  as  copy,  put  a  ring  around  such" 
note.  See  how  stet  and  b.  f.  are  treated  in  Fig.  1.  The 
figure  2  in  the  upper  right  corner  is  the  sheet,  or  folio,  num- 
ber. Never  leave  printed  matter,  directions,  examples  of 
typographical  style,  etc.  on  copy  sheets  without  making  the 
use  of  such  matter  clear;  write  [Copy]  or  [Note  to  printer] 
or  [For  style  only — Not  copy]  alongside  of  the  matter. 
Should  the  paper  contain  writing  that  does  not  belong  there, 
cancel  it;  if  it  is  allowed  to  stand,  the  printer  may  set  it  in 
type.  Fig.  2  shows  Fig.  1  as  it  appeared  after  being  set  up 
by  the  printer.  Compare  the  two  exhibits. 


§5  PUNCTUATING  AND  EDITING  31 

If,  when  writing  copy,  ample  margins  are  left  on  the  sheets, 
the  space  will  be  found  very  convenient  for  making  addi- 
tions and  corrections.  Closely  written  matter  and  fine, 
delicate  penmanship  always  make  copy  hard  to  read.  Write 
a  bold  hand. 

If,  when  adding  matter  to  a  manuscript,  there  is  any  chance 
that  the  compositor  will  be  in  doubt  as  to  whether  the  added 
matter  is  copy  or  merely  a  memorandum,  the  best  plan  is  to 
write  opposite  it  \Copy\  or  [Note  to  Compositor] .  When  con- 
venient to  do  so,  write  directions  to  printer  in  a  different 
color  of  ink,  as  this  makes  an  easy  distinction  between  copy 
and  directions. 

86.  Miscellaneous  Points. — A  jar  of  library  paste 
and  a  pair  of  newspaper  shears  should  be  a  part  of  the 
ad-writer's  desk  outfit.  By  cutting  complicated  copy  apart 

a  high-grade,  high-land  coffee  at  a  price  just 
a  little  higher  than  that  of  ordinary  coffee. 
"Costs  a  Little  More  but  It's  Better." 

Makes  rich,  brown,  fragrant  coffee  lacking  in 
bitterness  and  with  a  delicate  flavor  all  its  own. 
Goes  further  than  ordinary  coffee.  Economical 
in  the  end.  Shipped  from  the  plantations  in 
the  hull  so  that  no  odors  may  be  absorbed. 
Roasted  in  our  own  roasting-plant  by  a  process 
that  keeps  the  aroma  in  the  berry. 

Packed  only  in  1-pound,  air-tight,  square; 
screw-top  tin  cans.  Accept  no  substitute. 
Sample  can  free. 

FIG.  2 

This  shows  how  the  copy  on  the  sheet  reproduced  in 
Fig.  1  appears  when  set  up  by  the  printer.    Com- 
pare the  two  exhibits 

and  pasting  it  on  new  sheets  in  an  orderly  manner,  con- 
fusion will  be  avoided.  Cutting  and  pasting  up  also  saves 
laborious  copying. 

Cancelation  is  not'objectionable;  but  make  it  clear  where 
the  cancelation  begins  and  ends.  Where  something  is 
crossed  out  of  the  middle  of  a  sentence  and  the  remaining 
language  is  divided  into  two  sentences,  be  sure  to  put  a 
period  at  the  end  of  the  first  and  three  underscores  under 
the  first  letter  of  the  following  word.  If  all  but  one  word  of 


32  PUNCTUATING  AND  EDITING  §5 

a  line  must  be  canceled,  it  is  better  to  cancel  that  word  also 
and  write  it  again  on  the  following  line;  standing  alone,  the 
single  word  may  be  overlooked. 

When  a  paragraph  is  to  be  set  in  smaller  type,  it  is  well 
to  draw  a  vertical  line  in  the  left  margin,  down  the  full 
length  of  the  matter  to  go  in  the  smaller  type,  and  to  mark 
in  the  margin  the  size  of  type  desired. 

Do  not  divide  a  word  at  the  end  of  a  sheet.  The  copy 
may  be  divided  there,  and  one  compositor  may  get  part  of 
the  word  and  another  compositor  get  the  other. 

If  there  is  anything  unusual  in  the  copy,  such  as  dialect 
spelling,  write  very  plainly  and  put  \_Follow  copy]  in  the 
margin. 

In  preparing  copy  for  anything  to  be  printed  in  two  colors, 
red  and  black,  for  example,  it  makes  the  copy  clearer  if  the 
portions  to  be  printed  in  red  are  written  in  red  ink  on  the 
copy  sheets.  Combination  red-and-black  typewriter  ribbons 
that  make  it  easy  to  prepare  typewritten  copy  in  colors  are 
now  available. 


TYPE  AND  TYPE  MEASUREMENTS 

(PART  1) 


TYPE   ELEMENTS 

1.     Importance    of    Knowledge    of     Type. — As    the 

principal  vehicle  of  communication  between  the  advertiser 
and  the  public,  type  should  receive  the  careful  attention  of 
the  ad-writer.  The  broader  his  knowledge  of  this  important 
factor  of  advertising,  the  more  effective  will  be  the  results 
he  obtains.  A  well-written  advertisement  may  easily  fail  to 
produce  proper  results  by  reason  of  a  poor  typographical 
appearance.  No  business  man  would  send  out  a  poorly 
attired  salesman  to  impress  prospective  customers  with  the 
quality  of  the  wares  offered  for  sale.  He  knows  that  his 
business  will  be  judged  to  a  greater  or  less  extent  by  the 
appearance  of  his  representative.  An  advertisement  is  the 
silent  salesman  of  the  business  man,  and  type  is  its  dress. 
The  dress  is  not  so  important  as  the  salesman;  nevertheless, 
it  is  highly  important. 

The  leading  type  founders,  keenly  aware  of  the  necessity 
for  special  advertising  type  faces,  have  of  late  years  placed 
many  appropriate  styles  on  the  market;  and  most  news- 
paper and  magazine  offices  have  a  good  variety. 

The  ad-writer  should  be  a  close  student  of  type  effects. 
He  should  observe  and  analyze  the  typography  of  the  adver- 
tisements in  the  leading  newspapers  and  magazines,  noting 
particularly  the  advertisements  that  appeal  to  him  as  being 
strong,  and  try  to  discover  why  they  are  strong.  An 
analysis  of  a  poorly  displayed  advertisement  will  show 

§6 


TYPE  AND  TYPE  MEASUREMENTS 


clearly  where  the  weakness  lies  and  what  should  be  done  to 
remedy  it.  The  practice  of  observing  advertisements  critic- 
ally is  not  only  interesting  but  very  beneficial. 

2.  Definition  of  Type.  —  A  type  is  a  piece  of  metal 
about  -H  of  an  inch  long  with  a  rectangular  body,  on  the 
upper  end  of  which  is  a  letter,  figure,  punctuation  mark,  or 
other   character.     Wood    type    is    made  for    such   work   as 
posters,  but  the  ad-writer  has  to  do  mostly  with  metal  type. 

3.  Type   Features.  —  In   Fig.   1   is  shown  the  letter  H 
and  two  views  of  the  type  used  to  produce  it.     These  views 

_  _       ^^  illustrate    the   principal    fea- 

tures of  all  the  other  char- 
t         I  fit  I  •*       acters  used  in  printing. 

MM    1  |     The  face  °f  a  type  is  the 

letter  or  character  on  the 
upper  end  of  the  type.  The 
height  of  face  is  the  height 
of  this  letter  or  character,  as 
shown  at  k,  Fig.  1.  The 
word  face  is  also  applied  to 
the  style  or  cut  of  the  charac- 
ter on  the  type;  as,  bold  face, 
light  face,  etc. 

The  kern  is  that  part  of 


FIG.  1 


the 


face  which,  on  a  few 
letters,  projects  beyond  the  body.  Letters  like  the  Italic  / 
and  /,  for  example,  and  many  other  Italic  and  script  letters 
are  called  kerned  letters.  Some  type  founders  now  make  the 
body  of  Italic  types  wider,  so  as  to  avoid  the  use  of  kerns. 

The  beard,  or  neck,  a,  Fig.  1,  is  the  slope  between  the 
outer  edge  of  the  face  and  the  shoulder. 

The  shoulder  b  is  the  blank  space  between  the  neck  of 
the  letter  and  the  upper  or  lower  edge  of  the  body  of  the 
type.  The  lower  shoulder  affords  space  for  drop  letters, 
such  as  g,  p,  and  y.  The  upper  shoulder,  which  is  always 
very  slight  on  the  tall  letters,  usually  just  a  bevel,  affords 
space  for  the  tall  letters  of  some  series,  like  the  1  and  f  of 


§  6  TYPE  AND  TYPE  MEASUREMENTS  3 

Pabst  or  Powell  type,  to  extend  a  little  higher  than  the  capital. 
See  Fig.  2.  In  this  figure,  the  space  from  the  top  of 
the  letter  P  to  the  upper  line  shows  the  size  of  the  upper 
shoulder;  the  space  from  the  lower  end  of  this  letter  to  the 
bottom  line  shows  the  size  of  the  lower  and  principal 
shoulder.  These  shoulder  spaces,  as  will  be  observed, 
afford  room  for  the  tail  of  the  letter  y  and  the  upper  ends  of 
the  letters  f  and  1. 

The  counter  c,  Fig.  1,  is  the  depiession  between  the 
lines  of  the  face.  When  the  lines  are  in  high  relief,  the 
counter  is  said  to  be  deep;  when  in  low  relief,  the  counter  is 
spoken  of  as  shallow. 

The  stem,  or  body  mark,  d,  known  among  printers  as 
the  thick  stroke,  is  the  thick  line  of  the  face  that  most  clearly 
indicates  the  character  and  height  of  the  letter. 

Playfully7^ 

FIG.  2 

The  ceriph  e  is  the  short  cross-line  added  as  a  finish  at 
the  ends  of  unconnected  lines. 

The  hair  line  /  is  the  thin  line  of  the  face  that  connects 
or  prolongs  body  marks.  The  hair  line  is  most  noticeable 
in  such  letters  as  C,  H,  M,  and  N. 

The  pin  mark  g  is  the  small  indentation  on  the  upper 
part  of  the  body,  and  is  frequently  chosen  by  the  founder  as 
the  place  to  mark  the  size  of  the  type. 

The  body  includes  all  of  the  piece  of  metal  except  the  cut* 
in  portion  forming  the  letter.  The  body  is  sometimes  called 
the  shank.  The  height  of  body  /  always  refers  to  the  size 
of  the  type.  •  Types  are  said  to  be  24-point,  36-point,  etc., 
meaning  that  the  distance  /  is  24  points,  36  points,  etc. 
The  "point"  system  of  measurement  is  explained  further  on 
in  this  Section. 

The  groove  h  is  the  hollow  space  between  the  feet. 

204—17 


4  TYPE  AND  TYPE  MEASUREMENTS  §6 

The  feet  i  of  the  type  are  the  two  small  projections  at  the 
bottom  of  the  type  body  on  which  the  body  rests. 

The  nick  /  is  the  shallow  groove  across  the  lower  front 
part  of  the  body.  Nicks  are  needed  as  guides  to  the  posi- 
tion in  which  the  types  should  be  composed,  and  to  prevent 
the  mixing  of  different  faces  of  the  same  body. 

The  standard  length  of  type,  or  the  distance  from  the  face 
to  the  feet,  as  shown  at  m,  is  .9186  inch,  or  approximately 
•H  inch.  This  distance  is  also  called  the  height  to  paper. 

In  printing  offices,  capital  letters  are  often  called  upper 
case;  letters  that  are  not  capitals  are  referred  to  as  lowercase. 

The  expression  upper  and  lower  case  means  the  use  of  both 
capitals  and  lower-case  letters.  The  line  below  is  set  in  upper- 
and  lower-case  letters,  capitals  being  used  for  the  first  letter 
of  each  of  the  words.  If  the  words  were  set  entirely  in 
capitals,  the  line  would  be  said  to  be  in'«//  capitals  or  all  caps. 

Tender,  Mild,  Sugar-Cured  Hams 

4.  Type  Measurements. — Until  within  the  last  20  years, 
no  general  standard  for  the  various  sizes  of  type  bodies  was 
recognized  by  type  founders.     The  type  of  a  certain  name 
varied  in  size  according  to  the  foundry  that  made  it.     Agate, 
nonpareil,  brevier,  and  other  well-known  sizes  existed,  but, 
strange  to  say,  the  same  foundry  often  varied  its  own  sizes 
when  the  type  was  made  at  different  times. 

This  condition  of  affairs  led  to  great  loss  of  time  in  com- 
position in  the  printing  offices,  and  the  demand  for  a  certain 
fixed  standard  became  imperative.  Various  methods  to 
attain  this  end  were  tried,  but  without  success,  until  the 
United  States  Type  Founders  Association,  in  1883,  adopted 
what  is  now  known  as  the  point  system. 

5.  The  Point  System. — The  point  system  is  the  recog- 
nized standard  of  measurement  for  type,  borders,  and  rules 
used  by  printers  throughout  America,  and  it  is  very  impor- 
tant that  the  ad-writer  understand  the  essential  features,  so 
as  to  lay  out  his  advertisements  properly  and  to  deal  intelli- 
gently with  the  printer.     Once  understood,  it  will  be  an  easy 


§6  TYPE  AND  TYPE  MEASUREMENTS  5 

matter  to  form  a  mental  picture  of  a  type  face  of  a  given 
size  or  a  rule  or  measure  of  a  given  width.  The  basis  of 
the  point  system  is  the  point,  which  is  approximately  Va  of 
an  inch.  Fig.  3  (a)  shows  a  rule  1  point  thick.  In  Fig.  3  (b) 
is  shown  a  word  set  in  72-point  type,  and  to  the  right  of  it  a 
3-point  rule  1  inch  long,  divided  by  the  fine  lines  into  points. 

6.  Sizes  of  Type. — The  height  of  the  body  of  types  is 
measured  in  points,  but  the  width  never  is.  When  a  type 
is  spoken  of  as  6-point,  8-point,  etc.,  it  means  that  the  body 
— not  the  face  of  the  letter — is  -fa,  w,  etc.  inch  high.  The 
height  of  even  the  tallest  face  is  usually  less  than  the  height 
of  body.  The  face  of  an  8-point  capital  M,  for  example,  is 
only  about  6  points  high,  the  remaining  2  points  being  taken 
up  by  the  shoulder.  When  a  rule  is  spoken  of  as  2-point, 


4-point,  etc.,  the  measurement  refers  to  the  thickness — not 
to  the  length. 

7.  The  Em. — An  era  of  type  is  a  square,  each  side  of 
which  is   equal  to   the  height  of  body  of  that  type.     For. 
example,  a  10-point  em  is  10  points  by   10  points  square, 
thus  B.     The  em  is  used  as  a  unit  of  area,  chiefly  for  the 
measurement  of  the  amount  of  matter  in  a  page  of  type. 
To  count  all  the  pieces  of  metal  in  a  page  of  type  would  be 
a  difficult  task;   for  this  reason,  the  page  is  figured  as  con- 
taining so  many  ems  of  the  size  of  type  in  which  it  is  set. 

8.  The  12-point  em,  or  "pica,"  as  it  is  generally  called, 
is  always  used  as  a  unit  of  length  in  measuring  the  length, 
or  measure,  of  a  line  of  type,  the  width  of  an  advertisement 


6  TYPE  AND  TYPE  MEASUREMENTS  §6 

or  column,  etc.  For  instance,  if  a.  column  is  said  to  be 
13  ems  wide,  it  is  always  meant  that  the  column  is  13 
12-point  ems,  or  picas,  wide.  When  speaking  of  the  length 
of  a  line  of  type  as  so  many  ems,  12-point  ems,  or  picas,  are 
always  meant,  no  matter  what  size  the  type  may  be.  In 
referring  to  such  measurements,  however,  it  is  better  to  say 
13  picas  than  13  ems,  if  pica  ems  are  meant,  for  13  picas  can- 
not be  misunderstood,  while  there  is  a  slight  possibility  of 
misunderstanding  the  other  expression.  The  expression 
13  ems  is,  however,  commonly  used  in  the  sense  of  13  ems 
pica. 

9.  Quads. — A  quad  is  a  blank  piece  of  type  used  for 
filling  out  ends  of  lines,  making  indentions,  etc.     Quads  are 
not    so    high  as  type,   and   thus    do   not  print,   being  used 
simply  to  make  blank  spaces.     They  are  so  made  that  their 
widths  are  multiples  of  the  em  of  the  size  of  type  used;  as, 
1  em,  2  em,  and  3  em.     A  quad  equal  to  half  an  em  in  width 
is  known  as  an  en  quad. 

10.  Spaces. — A  space  is  a  blank  piece  of  type  lower 
than  letters,  used  to  separate  words  and  sometimes  to  sepa- 
rate the  letters  of  a  word.     Spaces  are  made  in  divisions  of 
the  em,  as,  3-to-em;  4-to-em;  5-to-em,  and  are  spoken  of  as 
3 -em,  4-em,  and  5-em  spaces. 

11.  Leads. — A  lead  (pronounced  led)  is  a  thin  strip  of 
metal — usually  low-grade  type  metal,  but  sometimes  brass — 
used  to  introduce  space  between  lines  of  type  so  as  to  give 
the  printed  matter  a  more  open  appearance.     Leads  are  not 
so  high  as  the  type,  and  therefore  do  not  show  on  the  paper. 
They  vary  in  thickness,  as  1-,  2-,  3-,  and  4-point  leads.     The 
thickness  of  leads  is  sometimes  reckoned  in  fractions  of  a 
pica,  as,  12-to-pica  (1-point  leads),  6-to-pica  (2-point  leads), 
4-to-pica  (3-point  leads),  etc.,  according  as  12,  6,  and  4  leads 
are  equal  in  thickness  to  1  pica,  or  12  points.     Type  with  a 
lead  between  the  lines' is  known  as  leaded,  and  when  type  is 
referred  to  as  being  leaded,  it  is  understood  that  the  regular 
2-point  leads  are  used  unless  some  other  leads  are  specified. 
When  two  2-point  leads  are  inserted  between  lines,  the  type 


§6 


TYPE  AND  TYPE  MEASUREMENTS 


is  said  to  be  double-leaded.     When  no  leads  are  used,  the  type 
is  said  to  be  solid. 

In  Fig.  4  is  shown  an  enlarged  reproduction  of  a  small 
advertisement  in  type,  illustrating  the  use  of  the  lead,  the  quad, 
and  the  space.  The  string  around  this  form  of  type  would 
be  taken  off  when  the  type  is  ready  to  be  locked  in  a  chase 
and  put  on  the  press. 


12.  Slugs  and  Furniture. — Thick  leads  are  called 
slugs.  This  term  is  usually  applied  to  all  sizes  from 
6-point  up,  as  6-point  slugs,  12-point  slugs,  etc.  Slugs  thicker 
than  12  points  are  seldom  used.  Whe're  spaces  of  two  or 
three  picas  are  to  be  rilled,  two  or  three  slugs  are  used. 
Pieces  of  metal  exact  picas  in  width  and  depth,  known  as 
metal  furniture,  are  used  to  fill  larger  spaces. 


8  TYPE  AND  TYPE  MEASUREMENTS  §6 

13.  Amount  of  Leading. — The  amount  of  leading  that 
is   advisable   depends   on   the   character   of    the   advertising 
matter.     Very  small  type,  such  as  5-  and  6-point,  should  not 
be  leaded  more  than  1  or  2  points  under  any  circumstances; 
8-point  type  never  requires  more  than  2-point  leading;   10-, 
12-,    and   14-point  type    may  be  leaded   to   advantage   with 
2-,  3-,  or  4-point  leads  for  some  classes  of  advertising  matter; 
while  18-point  can  be  leaded  with  6-point  slugs  if  a  very 
open  appearance  is  desired. 

Only  offices'  with  complete  equipment  have  1-  and  3-point 
leads;  therefore,  in  dealing  with  most  newspaper  offices, 
1-point  and  3-point  leading  cannot  be  expected.  Printers 
will  nearly  always  use  2-point  leads  for  leading  unless  other 
leads  are  called  for. 

DISPLAY   AND   BODY  TYPE 

14.  Classes  of  Type. — Type  founders  have  divided  the 
various  styles  of  type  into  two  distinct  classes:  display  type 
and  body  type. 

Display  type  is  heavier  in  face  than  body  type,  and  is 
used  wherever  emphasis  is  needed  in  an  advertisement;  as, 
for  example,  in  headings,  subheadings,  prices,  and  addresses. 
Body  type  is  used  in  setting  those  portions  of  an  adver- 
tisement that  do  not  require  display. 

This  is  Display  Type.    IT  IS  HEAVIER 
This  is  Body  Type.     IT  IS  LIGHTER 


DISPLAY  TYPE 

15.  Display-Type  Sizes. — Display  type  is  made  in 
series — that  is,  in  graduated  sizes,  each  a  little  larger  than 
the  other — from  6-point  to  72-point.  There  are  usually 
thirteen  sizes,  as  follows:  6-,  8-,  10-,  12-,  14-,  18-,  24-,  30-, 
36-,  42-,  48-,  60-,  and  72-point.  Occasionally,  20-  and  54-point 
sizes  are  added,  and  in  a  very  few  series,  5-,  7-,  9-,  16-,  96- 
and  120-point  sizes.  However,  as  5-,  7-,  9-,  16-,  20-,  54-,  96-, 


§6  TYPE  AND  TYPE  MEASUREMENTS  9 

and  120-point  are  made  with  but  very  few  series  of  type  and 
are  possessed  by  few  printers,  it  is  well  to  avoid  calling  for 
their  use. 

The  foregoing  remarks  refer  to  metal  type.  Wood  type 
is  made  in  sizes  that  are  still  larger,  but  this  kind  of  type  is 
seldom  used  in  the  advertisements  of  a  publication.  The 
chief  use  for  wood  type  is  in  posters  and  handbills. 

16.  As  the  type  increases  from  6-point,  the  size  of  the 
body  and  the  face  broadens  and  deepens  in  proportion.     For 
example,  a  12-point  letter  of  a  certain  style  of  type  is  twice 
as  wide  and  deep  as  the  same  letter  in  the  6-point  size. 

Every  series  of  type  has  a  distinctive  name;  as,  John 
Hancock,  Cheltenham  Old  Style,  etc.  When  a  given  size  is 
required,  it  is  spoken  of  as  6-point  John  Hancock,  36-point 
Cheltenham  Old  Style,  etc.  The'  style  of  every  letter  remains 
the  same  throughout  the  various  sizes  in  a  series,  and  the 
only  change  is  in  the  size. 

17.  Width  of  Display  Type. — Display  type  is  made  in 
four  widths  of  faces:  (1)  extra  condensed,   (2)  condensed, 
(3)  medium,  or  regular,  and  (4)  extended. 

Medium,  or  regular,  type  is  the  standard.  Any  face 
narrower  than  medium  is  called  condensed  or  extra  condensed, 
according  to  the  compression  of  the  width  of  the  face;  any 
face  wider  than  medium  is  called  extended.  These  terms  per- 
tain almost  exclusively  to  display  types,  though  there  are  a 
few  condensed  and  extended  body  types.  Medium  types  are 
used  extensively  on  account  of  their  legibility  and  strength. 

Condensed  and  extra-condensed  types  are  made  to" 
use  where  a  large  number  of  words  have  to  go  into  a  limited 
width.  Condensed  types  may  be  used  to  advantage  when 
the  same  space  does  not  permit  the  use  of  the  medium  size, 
and  some  of  the  condensed  faces  are  almost  as  readable  as 
the  medium.  Extra-condensed  faces,  however,  should  be 
avoided  on  account  of  the  extreme  compression.  They  are 
hard  to  read  and  lack  strength. 

Extended  types  are  used  where  a  wide  measure  has  to 
be  filled  with  a  few  words, 


10  TYPE  AND  TYPE  MEASUREMENTS  §6 

18.  Type  founders  make  the  newer  series  of  type  in  only 
three  widths — condensed,  medium,  and  extended — all  having 
the  same   general  character,  or  style,  except  as  to  width. 
There  are  exceptions  to  this  rule,  however.     For  instance, 
the  Cheltenham  Bold  series  is  made  in  extra  condensed,  con- 
densed, medium,  and  extended.    When  type  is  made  in  three 
or  four  widths,  and  when  Italic  and  outline  series  are  added, 
the  entire  set  of  faces  is  termed  a  "family."     The  various 
Cheltenham  types  are  often  referred  to  as  the  "Cheltenham 
family."     This  variety  of  widths  is  a  great  advantage,  as  it 
enables  the  ad-writer  to  preserve  harmony  of  display  in  an 
advertisement.      The     10-point    sizes     of    extra-condensed, 
condensed,    medium,    and   extended    Cheltenham    Bold  are 
shown  below. 

This  is  10-point  Cheltenham  Bold  Extra  Condensed 

This  is  10-point  Cheltenham  Bold  Condensed 

This  is  10-point  Cheltenham  Bold  Medium 

This  is  10-point  Cheltenham  Bold  Extended 

19.  Advertising  Faces. — All   display   letters   are  not 
adapted  to  advertising.     Some  are  too  ornamental,  and  are 
therefore  hard  to  read  and  weakening  in  effect;  others  are  too 
light,  lack  strength,  and  do  not  contrast  well  with  the  text 
matter.     A  number  of  types,  on  account  of  their  adaptability 
to  newspaper  and  magazine  work,  have  become  known  as 
advertising  faces. 

20.  A  type  that  is  adapted  to  the  effective  display  of 
advertising    matter   should    possess    the    following    charac- 
teristics: 

1.  First  of  all,  the  type  should  be  legible;  that  is,  it  should 
be  easy  to  read.     The  lines  of  the  face  should  be,  as  nearly 
as  possible,  of  a  uniform  thickness  throughout;  or,  where  thick 
and  thin  strokes  are  used,  the  dissimilarity  between  them 
should  not  be  such  as  to  interfere  with  their  instant  recogni- 
tion at  any  reasonable  distance.     Extra-condensed  types  lack 
legibility,  and  should  be  avoided. 

2.  The  type  should  be  attractive;  that  is,  it  should  not 
offend   the    taste    by    having   flaring   ceriphs   or  grotesque 


§6  TYPE  AND  TYPE  MEASUREMENTS  11 

letters  or  outlines,  but  should  draw  attention  by  reason  of 
its  sightliness. 

3.  The  type  should  have  strength;  that  is,  it  should  have 
sufficient  strength  in  its  lines  to  impress  its  identity  on  the 
reader  without  sacrificing  anything  to  beauty.  The  face 
should  be  strong  and  "catchy,"  and  afford  plenty  of  contrast 
to  body  type.  

BODY  TYPE 

21.  As  already  stated,  body  type  is  used  to  set  body 
matter   of    advertisements.     The    two   styles   of   body   type 
most  commonly  used  are  Old-Style  Roman  and  Modern  Roman. 
Of  the  two,  Old-Style  Roman  is,  on  account  of  its  angularity, 
more  legible  and  less   tiresome  to  the  eye,   and  it  is  the 
favorite  type  for  the  body  matter  of  advertisements.     Modern 
Roman,  however,  is  largely  used  for  text  matter  and  adver- 
tisements.    The  following  paragraphs  show  the  two  styles: 

(8-PoiNT  OLD-STYLE  ROMAN,  SOLID) 

A  collection  of  about  two  hundred  and  fifty  tailor-made 
suits  of  velveteen  and  various  suitings,  in  plain,  fancy,  and 
military  styles.  Also  a  few  taffeta  silk  princess  dresses. 
They  were  exceptional  values  at  their  former  prices.  To- 

(8-PoiNT  MODERN  ROMAN,  SOLID) 

A  collection  of  about  two  hundred  and  fifty  tailor-made 
suits  of  velveteen  and  various  suitings,  in  plain,  fancy,  and 
military  styles.  Also  a  few  taffeta  silk  princess  dresses. 
They  were  exceptional  values  at  their  former  prices.  To- 

Types  that  resemble  Old-Style  Roman  and  Modern  Roman, 
such  as  French  Old  Style,  Caslon  Old  Style,  Ronaldson  Old 
Style,  Cardinal,  and  Gushing,  are  also  used  as  body  types. 
Where  there  is  a  great  deal  of  body  matter,  as  in  department- 
store  advertising,  space  is  saved  by  selecting  a  slightly  con- 
densed, but  strong  and  legible,  body  type.  An  extended 
body  type  would,  in  such  a  case,  make  a  great  difference  in 
the  space  bills  of  a  year. 

22.  Sizes  of  Body  Type. — Body  type,  as  well  as  dis- 
play type,  is  made  in  series,  but  the  sizes  of  body  type  range 
only  from  5-point  (a  size  not  usually  made  in  display  type) 


12  TYPE  AND  TYPE  MEASUREMENTS  §6 

to  18-point,  and  include  several  odd  sizes  rarely  made  in  dis- 
play type,  such  as  7-,  9-,  and  11-point.  The  full  series  is 
5-,  5i-,  6-,  7-,  8-,  9-,  10-,  11-,  12-,  14-,  and  18-point.  The  odd 
sizes — 7-,  9-,  and  11-point — are  rarely  to  be  found,  except  in 
book  offices  and  a  few  newspapers,  and  on  this  account 
should  be  avoided  by  the  ad-writer;  6-,  8-,  10-,  and  12-point  are 
universally  employed,  and  can  be  found  in  all  printing  offices. 
Before  the  adoption  of  the  point  system,  the  various  sizes 
of  type  were  known  by  names.  This  nomenclature  has 
passed  out  of  general  use  but  is  still  used  to  some  extent  by 
the  older  printers.  The  5-point  size  is  sometimes  referred  to 
as  pearl,  5s-point  as  agate,  6-point  as  nonpareil,  7-point  as 
minion,  8-point  as  brevier,  10-point  as  long  primer,  and  12-point 
as  pica.  The  sizes  represented  by  these  old  names  were 
not  absolutely  uniform  and  moreover  did  not  correspond 
exactly  with  the  point  sizes  of  today.  Long  primer,  for 
example,  measured  only  about  9|  points.  Though  the  mod- 
ern Si-point  is  occasionally  called  agate,  it  is  not  true  agate, 
for  only  13  lines  of  it  can  be  set  in  the  space  of  1  inch,  while 
14  lines  of  the  old  agate  could  be  set  in  1  inch.  Therefore, 
while  it  is  well  to  be  familiar  with  these  old  names,  it  should 
be  remembered  that  they  are  not  always  true  substitutes  for 
the  names  of  the  point  sizes,  though  used  as  such.  It  is 
better  always  to  designate  type  sizes  by  the  point  system 
rather  than  by  the  old  nomenclature. 

23.  Synopses  of  Body  Types. — The  following  synopses 
will  prove  of  value,  as  they  show  the  uses  of  the  various 
sizes  of  body  type: 

5-point  is  the  nearest  equivalent  under  the  point  system 
to  the  old  size  of  type  known  as  agate.  This  size  is  used 
extensively  for  mail-order  advertising  in  magazines  where 
space  is  very  valuable  and  a  great  deal  of  descriptive  matter 
must  go  into  a  given  space.  It  justifies  with  larger  sizes 
better  than  5|-point,  and  has  the  additional  advantage  of 
saving  a  line  in  every  inch  without  an  apparent  loss  of  legi- 
bility. Fourteen  lines  of  5-point  will  go  into  an  inch  with 
2  points  to  spare. 


§6  TYPE  AND  TYPE  MEASUREMENTS  13 

5i-point,  commonly  called  agate,  is  just  a  little  larger 
than  the  old  agate.  The  old  agate  set  14  lines  to  the  inch; 
5i-point  sets  13  lines  to  the  inch  with  1  point  to  spare.  The 
"Want"  and  other  classified  advertisements  in  nearly  all 
daily  newspapers  are  set  in  5i-point.  This  size  of  type  is 
also  used  in  mail-order  advertising,  but  should  never  be 
used  in  newspaper  display  advertising,  as  it  prints  poorly  on 
cheap  paper,  on  account  of  the  very  small  openings  in  the 
letters  filling  up,  and  is  too  small  for  the  average  reader  to 
decipher  readily;  hence,  an  advertisement  in  which  much 
type  of  this  size  is  used  might  not  be  read.  In  book  work, 
on  good  paper,  52-point  is  sometimes  used  for  foot-notes 
and  quotations. 

6-point  is  generally  used  for  setting  "Want"  advertise- 
ments in  country  dailies.  The  reading  matter  of  the  leading 
city  dailies  is  set  in  this  size  of  type,  and  it  is  frequently 
used  in  magazine  advertising,  and  occasionally  for  lists  of 
items  in  department-store  advertisements  where  economy 
of  space  is  an  important  feature.  On  account  of  its  small 
size,  6-point  type  should  seldom  be  used  as  a  body  letter 
for  advertisements  in  newspapers.  This  size  of  type  is  also 
used  in  book  and  job  work. 

T-poiiit  is  not  in  common  use.  Some  weeklies  and 
dailies  use  it  for  reading  matter,  and  it  is  generally  found 
in  large  book  offices. 

8-point  is  perhaps  the  most  useful  of  all  sizes  of  body 
type,  and  is  adaptable  to  almost  any  grade  of  printing. 
Body  type  of  this  size  is  largely  used  in  country  newspapers 
for  reading  matter,  and  on  account  of  its  legibility  and 
compactness,  it  is  well  adapted  for  advertisements  both  in 
newspapers  and  in  magazines.  It  is  also  used  extensively 
in  booklets,  circulars,  and  job  work. 

9-point  is  not  practical  for  use  in  advertisements,  because 
it  cannot  be  found  in  most  offices;  sometimes,  however,  it  is 
used  for  reading  matter  in  trade  papers  and  magazines. 

lO-point  is  excellent  for  body  matter  of  advertise- 
ments of  various  classes.  This  size  of  type  is  very  useful 
and  can  be  easily  read;  it  finds  extensive  use  for  books, 


14  TYPE  AND  TYPE  MEASUREMENTS  §6 

magazines,  and  catalogs.  This  page  is  set  in  10-point 
leaded. 

11-point  is  generally  used  for  legal  work,  and  sometimes 
for  circulars  and  catalogs.  It  is  not  practical  to  call  for 
11-point  in  advertisements,  however,  because  most  offices 
do  not  have  it. 

12-point  (pica)  is  excellent  for  advertisements  where  the 
space  allows  plenty  of  room  for  text.  It  is  the  largest  type 
commonly  used  in  book  work,  and  may  often  be  leaded  to 
advantage,  particularly  if  the  measure  of  the  lines  is  wide. 
Ample  margins  of  white  space  are  frequently  necessary  to 
give  12-point  the  best  effect. 

14-point  is  well  adapted  to  the  requirements  of  intro- 
ductory paragraphs  in  large  advertisements  printed  in  news- 
papers, and  is  a  good  type  for  handbills.  It  should  never 
be  crowded. 

18-point  is  rarely  used  in  advertisements.  It  is  adapted 
to  the  same  use  as  14-point  in  newspapers  and  where  adver- 
tisements are  set  two,  three,  or  more  columns  wide,  such  as 
reading  advertisements  with  no  display,  surrounded  by 
plenty  of  white  space. 

24.  Ldnes  of  Type  to  the  Inch. — Lines  of  type  are  set 
one  type  at  a  time,  either  by  hand  or  by  machine,  each  letter 
and  space  being  placed  in  its  regular  order,  beginning  at  the 
left  and  going  toward  the  right.  In  linotype  composition,  the 
letters  of  an  entire  line  are  molded  in  one  piece,  called  a 
linotype  slug.  When  the  type  is  to  be  set  leaded,  allowance 
should  always  be  made  for  the  space  occupied  by  the  leads, 
as  there  will  be  fewer  lines  of  leaded  type  to  the  inch  than 
when  the  matter  is  set  solid.  For  instance,  8-point  type 
leaded  with  2-point  leads  is  equivalent  to  10-point  type  in 
the  depth  that  i*.  takes  up  (8  +  2  =  10);  hence,  only  7  lines 
of  leaded  8-point  will  go  into  an  inch,  whereas  9  lines  could 
be  used  if  the  matter  were  not  leaded.  This  fundamental 
rule  applies  to  all  sizes.  Table  I  shows  the  number  of  lines 
of  the  various  sizes  of  type,  solid  and  leaded,  that  will  go 
into  a  space  1  inch  deep. 


TYPE  AND  TYPE  MEASUREMENTS 


15 


TABLE  I 
L.INES    OF    TYPE    PER    INCH 


Size  of  Type 

Solid 

2  -Point 
Leaded 

14 

IO 

5^-point                                 .... 

n+* 

Q+* 

6-point       .            •    . 

12 

7-point  (seldom  used)   
8-point           •            .                ... 

IO  +  * 

8 
7-f* 

g-point  (seldom  used)   

8 

7+* 

6+* 
6 

n-point  (seldom  used)     .... 
i2-point     

6+* 
6 

5+* 

,   .  * 

i4-point     
1  8-point         

5  +  * 

4+* 
-  .* 

*The  sign  +  means  that  the  lines  do  not  divide  evenly  into  the  inch 
and  that  a  fraction  is  left  over  the  number  given. 

25.  Proper  Measures  for  Body  Type. — Small  type 
should  never  be  used  in  wide  measures,  nor  large  type  in 
narrow  measures.'  It  is  extremely  trying  to  the  eye  to 
follow  line  after  line  of  small  type  across  a  wide  page,  or  a 
jumble  of  large  type  set  in  a  narrow  measure  where  every 
other  word  must  be  divided  on  account  of  the  types  being  too 
large  for  the  words  to  go  in  the  measure.  The  following 
list  gives  what  have  been  adjudged  the  proper  maximum 
widths  in  which  the  various  sizes  of  body  type  should 
be  used: 

5-point,  not  over  14  picas  wide 
5^-point,  not  over  16  picas  wide 
6-point,  not  over  18  picas  wide 
8-point,  not  over  26  picas  wide 
10-point,  not  over  36  picas  wide 

The  larger  sizes,  12-,  14-,  and  18-point,  being  easily  read, 
can  be  used  in  very  wide  measures — all  the  way  across  a 
newspaper  page  if  necessary. 


16  TYPE  AND  TYPE  MEASUREMENTS  §6 

26.  Width  of  Body  Type. — The  width  of  type  increases 
in  proportion  as  the  type  increases  in  size,  and  a  relatively 
smaller  number  of  words  can  be  set  in  a  line  of  given  length. 
For  instance,  if  10  words  set  in  6-point  type  will  fill  a  measure 
16  picas  wide,  only  8  of  these  words  in  10-point  can  be 
set  in  the  same  line,  on  account  of  the  10-point  type  being 
wider  than  6  point.  The  relative  widths,  from  5-  to  18-point 
of  Century  Expanded,  a  modern-cut  Roman,  are  shown  in 
the  following  lines;  the  7-,  9-,  and  11-point  sizes  are  omitted. 

5  point  While  Wflliam  of  Orange  lived,  he  was  the  guiding  star  of  a  whole  brave  nation;  a 
5V2  point  While  William  of  Orange  lived,  he  was  the  guiding  star  of  a  whole  brave 

6  point  While  William  of  Orange  lived,  he  was  the  guiding  star  of  a  whole  brav 

8    point         While  William  of  Orange  lived,  he  was  the  guiding  star  o 

10  point  While  William  of  Orange  lived,  he  was  the  guid 
12  point  While  William  of  Orange  lived,  he  was  th 
u  point  While  William  of  Orange  lived,  he 


18     point 


While  William  of  Orange  liv 


MEASURING  BODY-TYPE  SPACES 

27.     Square-Inch  Method  of  Measuring  Body  Type. 

In  order  to  determine  the  number  of  words  that  can  be  set 
in  a  given  square  or  rectangular  space,  using  a  certain  size 
of  type,  either  the  I.  C.  S.  Ad-Writers'  Copy  Table  or 
Table  II  may  be  used.  The  directions  for  using  the  Copy 
Table  are  printed  on  the  table  itself. 

To  use  Table  II,  or  the  "square-inch  table,"  first  find  the 
area  of  the  body  space  by  multiplying  its  height  in  inches  by 
its  width  in  inches.  Then  multiply  the  result  by  the  number 
in  the  table  that  corresponds  with  the  size  of  type  selected, 
set  solid  or  leaded,  as  the  case  may  be.  The  result  will  be 
the  approximate  number  of  words vof  copy  to  furnish.  A  few 
words  more  or  less,  preferably  less,  will  be  near  enough. 

For  example,  suppose  the  body  space  measures  1|  in. 
X  li  in.  Its  area,  then,  is  1^  X  li  =  I?  square  inches.  For 


§6 


TYPE  AND  TYPE  MEASUREMENTS 


17 


8-point  leaded  (2-point  leads),  Table  II  gives  23  words  to 
the  square  inch.  Thus,  If  X  23  =  43i,  or  about  43,  words 
of  copy  should  be  furnished.  If  more  than  45  or  46  words 
are  written,  either  some  of  the  words  will  have  to  be  cut  out, 
the  matter  will  have  to  be  set  either  1-point  leaded  or  solid, 
or  a  smaller  size  of  type  will  have  to  be  used.  If  not  enough 
copy  is  written,  the  reverse  of  one  of  the  foregoing  expedi- 
ents will  be  necessary. 

Table  II  is  based  on  body  types  of  standard  widths,  and 
would  not  be  even  an  approximate  guide  where  type  of  com- 
pressed or  extended  widths  are  to  be  used.  In  dealing  with 
such  unusual  types,  it  is  better  to  count  the  number  of  words 
in  a  few  square  inches  of  some  matter  set  with  the  type  to 
be  used,  and  to  strike  an  average.  It  should  be  remembered 
that  Table  II  is  merely  an  approximate  guide — not  an  exact 

TABLE  II 
APPROXIMATE   NUMBER  OF  WORDS    TO    THE    SQUARE   INCH 


JS 

2% 

2% 

Size  of  Type 

ff 

Size  of  Type 

•gfi 

0  rt 

^   0* 

^   O* 

CO 

CO 

5-point,  solid  

69 

lo-point,  solid    .... 

21 

5-point,  i  -point  leaded 

59 

lo-point,  2-point  leaded 

16 

si-point,  solid     .... 

54 

1  2-point,  solid     .... 

14 

si-point,  i  -point  leaded 

45 

1  2-point,  2-point  leaded 

II 

6-point,  solid  

47 

i4-point,  solid     .... 

II 

6-point,  2-point  leaded 

34 

i4-point,  2-point  leaded 

7 

8-point,  solid  

32 

1  8-point,  solid    .... 

7 

8-point,  2-point  leaded 

23 

1  8-point,  2-point  leaded 

5 

one.  If  the  copy  abounds  in  long  words,  evidently  a  fewer 
number  will  fill  an  inch;  if  a  writer  chooses  very  short  words 
to  express  himself,  a  greater  number  of  words  will  be 
required  for  an  inch.  The  table  is  based  on  an  average  of 
short  and  long  words. 


18 


TYPE  AND  TYPE  MEASUREMENTS 


In  order  to  calculate  the  area  of  the  body  space  accurately, 
the  border,  the  display  lines,  and  the  margin  should  be 
indicated  clearly,  so  that  it  may  be  seen  at  once  what 
space  is  left  for  the  body  matter. 

28.  Calculating  in  Picas. — Calculations  involving  frac- 
tions may  be  avoided  almost  entirely  by  taking  the  measure- 
ments in  picas  rather  than  in  inches.  Thus,  for  example, 
in  Fig.  5  the  border,  margin,  and  display  lines  are  shown, 
and  the  space  left  for  the  body  matter  (shown  in  Fig.  5  by 
dotted  lines)  is  11  picas  wide  by  5  picas  deep.  This  space, 
therefore,  is  equal  to  11  picas  multiplied  by  5  picas,  or 


Pure  Ice  Cream 


JONES,     10  Main  Street 


55  picas.  In  a  square  inch  there  are  36  picas  (6  rows  of 
picas,  each  with  6  picas  in  it).  Then,  in  order  to  find  the 
number  of  square  inches  in  the  body  space  of  Fig.  5,  the 
total  of  55  should  be  divided  by  36;  55  divided  by  36  equals 
practically  la.  The  space  therefore  contains  l£  square 
inches.  In  calculating  by  picas,  half  picas  can  be  safely 
disregarded. 

29.     Dividing    Irregular    Spaces    Into   Rectangles. 

The  body  space  is  not  always  a  perfect  square  or  a  perfect 
rectangle.  When  it  is  not,  the  space  can  usually  be  divided 
into  a  number  of  rectangles,  which  can  be  figured  separately. 
Note  Fig.  6,  for  example.  After  putting  in  the  border  and 
display  lines  and  leaving  room  for  the  cut,  four  rectangular 


Fine  Sample  Shoes  at  $3 


[Space  1] 


[Space  2]. 


Former  Prices  $4  to  $6 


[Space  3] 


[Space  4] 


[Space  for  cut] 


ISAAC  HAMBURGER  £?  SONS 

Baltimore  £?  Howard  Sts. 


20 


TYPE  AND  TYPE  MEASUREMENTS 


§6 


spaces  remain  for  the  body  matter.  Space  1  is  23  picas 
wide  and  about  3  picas  deep,  giving  a  total  of  69  picas. 
Spaces  2  and  3  are  each  11  picas  wide  by  about  4  picas  deep, 
giving  a  total  of  44  picas  in  each,  or  88  picas  in  both. 
Space  4  is  the  same  size  as  space  1,  and  contains  69  picas. 
Adding  69,  88,  and  69,  it  will  be  found  that  the  total  space 
for  the  body  matter  is  226  picas,  or  6i§s  square  inches.  It  is 
not  necessary  for  the  writer  to  divide  the  space  for  the 
printer  as  is  done  in  Fig.  6;  these  divisions  are  merely  to 
assist  the  writer  in  calculating.  After  the  plan  is  perfectly 
clear,  measurements  may  be  taken  from  a  layout  without 
drawing  any  lines. 


30.  Measuring  Triangular  Spaces. — If  the  space 
for  the  body  matter  is  in  the  shape  of  a  triangle  (see  Fig.  7), 
the  area  may  be  determined  by  multiplying  the  width  by  the 
depth,  just  as  if  it  were  a  square,  and  then  taking  half  the 
total. 

^1.     Calculating  the  Area  of  Circles  and  Ovals. — In 

computing  the  area  of  a  circle,  multiply  the  diameter  of  the 
space  area  (see  Fig.  8)  by  itself  and  then  multiply  the  result 
by  .7854.  For  example,  suppose  it  is  necessary  to  find  the 
space  area  of  a  circle  having  a  space-area  diameter  of 
12  picas.  Following  the  method  just  given,  12  X  12  =  144; 


§  6  TYPE  AND  TYPE  MEASUREMENTS  21 

144  X  .7854  =  113  picas,  or  about  3i  square  inches,  which 
is  the  space  to  be  filled  with  body  matter.  The  full  area 
of  the  circle  cannot  be  used;  a  little  margin  must  be  left. 
Allowance  must  also  be  made  for  display  lines  if  any  are 
to  be  used. 

This  method  just  described  holds  good,  approximately,  in 
calculating  the  area  of  ovals.  As  the  diameter  the  long  way 
of  the  oval  will  be  greater  than  the  other  diameter,  one  should 
be  multiplied  by  the  other,  then  the  result  multiplied  by  .7854. 

All  odd-shaped  spaces  can  be  calculated  accurately  enough 
by  one  or  more  of  these  methods.  The  writer's  eye  soon 


becomes  trained  to  estimate  accurately — without  calcu- 
lating— the  number  of  words  required  for  very  small  odd- 
shaped  spaces. 

32.  Hiine  Method  of  Measuring  Body  Type. — Where 
only  little  body  matter  is  furnished,  the  number  of  words  per 
line  may  be  used  as  a  basis  for  computing  the  number  of 
words,  for  a  given  space.  This  method  will  also  be  found 
very  convenient  in  estimating  short  paragraph  matter,  or 
when  a  list  of  items  is  to  be  used  and  it  is  desired  to  find 
how  many  lines  the  list  will  occupy. 


22  TYPE  AND  TYPE  MEASUREMENTS  §6 

Table  III  gives  the  number  of  words  per  line  for  the 
various  sizes  of  body  type,  for  lines  varying  in  length  from 
6  to  36  picas. 

33.  Use  of  Line  Method. — In  order  to  illustrate  the 
use  of  Table  III,  assume  that  it  is  necessary  to  ascertain 
how  many  words  set  in  8-point  body  type  can  be  used  in  a 
space  1  inch  deep  and  14  picas  wide.     By  referring  to  Table 
I,  or  by  making  a  simple  calculation,  it  will  be  found  that 
9  lines  of  8-point  set  solid  or  7  lines  set  leaded  will  go  into 
a  depth  of  1  inch.     Suppose  the  type  is  to  be  set  leaded, 
thus  using  7  as  the  number  of  lines.     In  Table  III,  under 
length  of   line,    in   picas,   14  and  opposite  8-point  will  be 
found    the  figure  8,   which  is  the  approximate  number   of 
words  of  8-point  that  can  be  set  in  a  line  14  picas  long. 
Multiplying  7,  the  number  of  lines,  by  8,  the  number  of 
words  per  line,  will  give  56  as  the  number  of  words  that  will 
fill  a  space  1  inch  deep  and  14  ems  wide. 

Again,  suppose  it  is  desired  to  set  a  list  of  items  in  8-point 
type  in  a  body  space  10  picas  wide.  Table  III  shows  that 
only  6  words  of  8-point  can  be  set  in  a  10-pica  measure; 
thus,  for  every  item  that  exceeds  6  words,  2  lines  should  be 
allowed;  for  every  item  that  exceeds  12  words,  3  lines  should 
be  allowed;  and  so  on.  After  determining  the  total  number 
of  lines,  the  column  depth  that  the  list  will  take  up  can  be 
determined  by  means  of  either  Table  I  or  by  a  simple 
calculation. 

34.  Allowance  for  Paragraphing. — When  computing 
the  amount  of  copy  for  a  certain  space,  allowance  should 
always  be  made  for  the  "break  lines"  (short  lines)  at  the 
ends    of    paragraphs.     Ordinarily,    for    each    paragraph    in 
single-column  advertisements,  4  or  5  words  should  be  sub- 
tracted from  the  total  number  permissible,  as  determined  by 
one  of  the  preceding  methods.     In  double-column  advertise- 
ments,   from   6    to    8   words    should   be    allowed    for   each 
paragraph  used;  in  triple-column  advertisements,  from  8  to 
12  words.     These  figures,  of  course,  are  only  approximate, 
but  they  will  serve  for  general  use. 


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23 


TYPE  AND  TYPE  MEASUREMENTS 


BORDERS  AND   RULES 

35.  Borders  and  rules  are  very  necessary  in  the  com- 
position of  advertisements,  as  they  serve  to  separate  one 
advertisement   from  others    surrounding  it  and  to  give  it 
unity  and  individuality.     Many  "flat-looking"  advertisements 
can  be  made  attractive  by  the  use  of  plain  rule  or  some  orna- 
mental border.     All  borders,  whether  plain  or  ornamental, 
are  made  on  the  point  system.      All  sizes  of  brass  rule,  and 
fancy  borders  not  larger  than    6-point,  can  be  made  up  in 
lengths  that  are  multiples  of  6  points;    that  is,   12  picas, 
12£  picas,  13  picas,  182  picas,  and  so  on;  but  12-point  orna- 
mental borders  can  be  made  up  only  in  multiples  of  12  points; 
that  is,  the  ad-writer  must  call  for  lengths  only  in  even  picas, 
as,  12  picas,  13  picas,  etc. — never  12|  picas,  13£  picas,  etc. 
Note,  for  example,  a  single  pica  section  of  a  12-point  orna- 
mental border,  ^p;  the  figure  of  this  border  is  complete,  but 
if  a  half-pica  section  were  called  for,  it  would  mean  splitting 
the  figure,  which  would  be  impracticable. 

36.  Plain  Borders. — Brass-rule  borders  are  made  in 
various  sizes  from  1-  to  12-point  thicknesses.     The  sizes,  in 
points,  generally  used  are  1,  2,  3,  4,  6,  and  12.     The  faces 
of  these  borders  are  the  full  depth  of  the  body  and  are  solid 
black.     The  12-point  size  is  very  strong,  and  unless  used 
carefully,  is  likely  in  an  advertisement  of  moderate  or  small 
size  to  give  an  unagreeable,  glaring  effect;   its  use  should 
generally  be  restricted  to  large  advertisements.     All  rule 
borders  are  made  on  exact  multiples  of  6  points  in  length. 
Following  is  an  exhibit  of  plain  brass-rule  borders: 

; l-point 

2-point 
3-point 
4-point 
6-point 

12-point 


§6  TYPE  AND  TYPE  MEASUREMENTS  25 

Some  printing  offices  have  parallel  line  borders,  a  few 
examples  of  which  are  shown: 

^=====^=    2-point 
•  3-point 

4-point 
6-point 


12-point 


Double  borders  are  made  by  placing  a  heavy  and  a  light 
rule  side  by  side.  The  following  examples  show  some  of 
the  combinations  possible: 


37.  Ornamental  Borders. — Fantastic,  flashy  borders 
should  never  be  used,  as  they  cheapen  the  advertisement 
and  detract  attention  from  the  display.  Where  numerous 
advertisements  on  the  same  page  are  surrounded  by  plain- 
rule  borders,  however,  an  ornamental  border  of  clean-cut 
appearance  can  be  used  to  advantage  to  make  the  advertise- 
ment stand  out.  Ornamental  borders  are  made  on  6-,  12-, 
18-,  24-,  and  36-point  bodies,  but  the  24-  and  36-point  sizes 
are  rarely  used  in  advertisements,  because  the  size  and  the 
blackness  of  face  detract  from  the  display.  The  face  of 
ornamental  borders  is  usually  almost  the  entire  depth  of  the 
body;  for  example,  a  6-pbint  border  nearly  always  has  a  face 
almost  6  points  in  depth.  Following  are  shown  a  few 
examples  of  acceptable  ornamental  borders: 


Newspaper  No.  66 
American  No.  237 
Magazine 


Bowman 


26  TYPE  AND  TYPE  MEASUREMENTS 


DIMENSIONS  OF  ADVERTISING  PAGES 

38.  Type    Page. — The    term   type    page   is  used  to 
designate  that  portion  of  the  printed  matter  below  the  head 
rule — the  rule  that  runs  across  the  page  just  below  the  page 
heading.    The  type  page  does  not  include  the  blank  margin  on 
the  four  sides  of  the  printed  matter,  but  is  just  the  space 
occupied  by  the  printed  matter  exclusive  of  the  head  rule 
and  page  heading.     The  size  of  the  pages  of  this  Section  is 
about  5|-  X  9  inches,  but  the  regular  type  page  is  only  about 
3f  X  6i  inches.     The  difference  between  size   of  page  and 
size  of  type  page  should  always  be  kept  in  mind. 

39.  Standard  Dimensions  of  Type  Pages. — Each  of 
the  leading  classes  of  publications  has  a  standard  size  of 
type  page  to  which  most  of  the  mediums  in  that  class  con- 
form.    These    standard  dimensions  will  be  adhered  to  in 
examples   given    throughout   the  various    Sections,  but   in 
actual  practice,  it  is  always  advisable  to  find  out  in  advance 
whether  or  not  the  medium  to  be  used  departs  from  the 
standard  dimensions,   and  to  be    governed    accordingly  in 
making  the  layout  of  an  advertisement. 

40.  Standard  Newspaper  Dimensions. — The  stand- 
ard width  of  columns  for  newspapers  is  13  picas.     There  are, 
however,  a  number  of  prominent  newspapers  with  columns 
12i  or  13i  picas  wide.     Most  newspapers,   including  both 
country  and  metropolitan  papers,,  have  a  7-column  page,  the 
standard  length  of  which  is  21f  inches,  though  there  are  many 
papers  with  columns  varying  a  very  little  from  that  length, 
some  measuring  only  2li  inches.     The  size  first  mentioned, 
21f  inches,  will  be  used  as  the  standard.     A  few  metro- 
politan papers  use  an  8-column  page  with  a  12i  pica  column. 
Many  country  weeklies  use  a  6-column  page,  the  standard 
length  of  the  columns  being  19f  inches. 


6 


TYPE  AND  TYPE  MEASUREMENTS 


'21 


Newspaper  columns  are  separated  by  column  rules  consist- 
ing of  a  hair-line  face  on  the  center  of  a  6-point  body.  The 
space  occupied  by  this  rule  should  be  taken  into  account 
when  calculating  the  size  of  an  advertisement  wider  than  a 
single  column.  For  example,  a  double-column  advertise- 
ment, instead  of  being  26  picas  wide  (2  X  13),  is  26i  picas 
(2  X  13  +  i)  wide.  The  half  pica  is  due  to  the  space  that 
would  be  occupied  by  the  column  rule  if  two  single-column 
advertisements  occupied  the  space  of  the  double-column  size. 
Of  course,  an  advertisement  designed  to  occupy  two  or  more 
columns  need  not  necessarily  extend  over  the  maximum 
width.  The  full  space  would  have  to  be  paid  for,  but  some- 

TABLB  IV 
STANDARD    WIDTHS    OF    NEWSPAPER    ADVERTISEMENTS 


Number  of 

Width 

Number  of 

Width 

Columns 

Pica  Ems 

Columns 

Pica  Ems 

I 

13 

5 

67 

2 

26? 

6 

80* 

3 

40 

7 

94 

4 

53* 

8 

107* 

times  a  little  white  space  is  left  between  the  edges  of  the 
advertisement  and  the  adjacent  column  rules.  Table  IV, 
which  gives  the  standard  widths  of  newspaper  advertise- 
ments, will  be  found  convenient. 

41.     Standard  Dimensions  of   General  Magazines. 

The  standard  type  page  of  the  monthly  magazines,  such  as 
Everybody's,  Munsey's,  etc.,  is  5%  in.  X  8  in.,  and  consists 
of  two  columns,  each  16  picas  wide  and  8  inches  long.  The 
column  rule  used  is  on  a  12-point  body,  so  that  the  width  of 
a  2-column  advertisement  is  33  picas. 

The  standard  type  page  for  the  weekly  magazines,  such  as 
the  Saturday  Evening  Post,  Collier's,  etc.,  is  made  up  of  four 
13i-pica  columns  separated  by  a  6-point  column  rule.  The 
length  of  column  in  the  different  papers  of  this  class  varies. 


28  TYPE  AND  TYPE  MEASUREMENTS  §6 

Women's  magazines  may  be  grouped  in  three  sizes.  One 
class,  represented  by  the  Ladies'  Home  Journal,  has  a  type 
page  9f  in.  X  14i-  in.,  which  is  comprised  of  four  13i-pica 
columns,  the  column  rule  being  on  a  6-point  body.  A  second 
class  of  women's  publications  has  a  type  page  6f  in.  X  9f  in., 
consisting  of  three  13i-pica  columns  separated  by  column 
rules  on  a  6-point  body,  but  there  are  not  many  examples  of 
this  class.  Women's  magazines  of  the  third  class,  such  as 
Good  Housekeeping  and  Harper's  Bazaar,  have  the  standard 
magazine  type  page. 

42.  Standard    Dimensions    of    Mail-Order    Maga- 
zines.— Most  mail-order  magazines  are  made  up  of  four 
13-pica  columns  separated  by  6-point  column  rules.     Many  of 
these  publications  vary  from  the  standard,  particularly  as  to 
column  width.     The  variation  in  the  length  of  column  is  so 
great  that  no  standard  can  be  given. 

43.  Dimensions    of    Class    Publications. — Agricul- 
tural   papers    are    much    like    mail-order    publications    in 
regard  to  the  size   of   type  page,  the    column  width,   etc. 
The  other  groups  of  class  papers,  with  perhaps  the  excep- 
tion of  some  of   the  small  groups  of  miscellaneous,  class 
publications,  vary  so  much  that  it  is  impossible  to  settle  on 
any  standard  size. 

44.  Measuring  Advertising  Space. — Two  units  are 
used  in  measuring   advertising    space  in  publications;   the 
column  inch  and  the  line. 

A  column  inch,  ordinarily  spoken  of  simply  as  an  inch, 
is  a  space  1  column  wide  and  1  inch  deep  — not  a  square  inch. 
The  column  inch  is  not  an  exact  unit,  however,  because 
the  width  of  columns  varies  in  different  publications.  For 
instance,  in  a  standard  newspaper  the  column  inch  would 
be  13  picas  wide,  while  in  a  standard  magazine  it  would  be 
16  picas  wide.  Small  newspapers  and  some  magazines  sell 
their  space  by  the  inch. 

The  line  is  equivalent  to  a  space  iV  inch  deep  and  1  col- 
umn wide,  and  is  derived  from  old  agate  type,  which  sets 
14  lines  to  the  inch.  Nearly  all  large  magazines  and  news- 


§6     TYPE  AND  TYPE  MEASUREMENTS      29 

papers  sell  their  space  by  the  agate  line;  that  is,  they  count 
an  inch  as  14  lines  no  matter  what  goes  into  the  space. 
Like  the  column  inch,  the  width  of  the  line  varies  according 
to  the  publication  under  consideration. 

Both  units,  then,  are  measurements  of  depth  of  column 
rather  than  of  area.  An  advertisement  that  occupies  a  space 
4  inches  deep  and  1  column  wide  is  called  a  4-inch,  single- 
column  advertisement,  a  4-inch  advertisement,  or  a  56-line 
advertisement.  An  advertisement  that  occupies  a  space 
6  inches  deep  and  2  columns  wide  is  called  a  6-inch,  double- 
column  advertisement,  or  referred  to  as  84-lines  d.  c. 

Magazines  sell  much  of  their  space  by  the  page,  half-page, 
or  quarter-page.  Trade  and  technical  papers  also  sell  largely 
on  the  basis  of  pages  and  fractional  pages,  though  nearly  all 
of  these  publications-also  sell  by  the  line  or  by  the  inch. 


TYPE  AND  TYPE  MEASUREMENTS 

(PART  2) 


INTRODUCTION 

1.  The  exhibit  of  display  and  body  type  included  in  this 
Section    comprises    the   best  advertising-,   catalog,   booklet, 
and  folder  types  made  by  three  leading  type  foundries  of  the 
United  States — the  American,  the  Inland,  and  the  Keystone. 
The  fact  that  the  plates  for  these  specimen  pages  were  pre- 
pared in  several  different  printing  offices  will  explain  why 
they  differ  slightly  in  some  points  of  style  and  do  not  con- 
form entirely  to  the  teaching  of  the  text  of  a  preceding  Section. 
The  types  shown  in  this  Section  are  of  sufficient  variety  not 
only  to  meet  the  demands  in  displaying  the  advertisements 
called  for  in  the  Examination  Questions  but  to  meet  every 
requirement  in  practical  advertising  woik. 

It  is  necessary  to  discriminate  carefully  in  selecting  the 
different  faces  of  type,  because  the  force  of  effective  copy  will 
not  be  brought  out  if  the  advertisements  are  set  in  type  that 
is  out  of  harmony  with  the  subject,  or  if  too  many  types  or 
inharmonious  types  are  used. 

2.  Where  possible,  only  one  "family"  of  type  should  be 
used  for  the  principal  displays  in  a  single  piece  of  adverti- 
sing literature.     A  "family"  of  type  consists  of  all  the  dif- 
ferent faces  made  of  a  certain  style,  based  on  the  medium 
face  of  a  given  letter.    To  illustrate:    The  Cheltenham  family 
consists  of  Cheltenham,  Cheltenham  Wide,  Cheltenham  Italic, 
Cheltenham  Bold,  Cheltenham  Bold  Condensed,  Cheltenham 
Bold  Extra  Condensed,  Cheltenham  Bold  Extended,  Chelten- 

COPYRIGHTED  BY  INTERNATIONAL  TEXTBOOK  COMPANY.       ENTERED  AT  STATIONERS'  HALL.  LONDON 


2  TYPE  AND  TYPE  MEASUREMENTS  §7 

ham  Bold  Italic,  Cheltenham  Bold  Outline,  and  still  others. 
All  these  different  faces  are  based  on  the  original  Chelten- 
ham series  of  type.  When  used  together  they  give  har- 
monious effects,  yet  the  use  of  the  Cheltenham  Bold  series 
with  the  regular  Cheltenham  or  Cheltenham  Wide  gives 
strong  contrast  as  well  as  harmony.  If  De  Vinne  is  being 
used  and  a  line  requires  a  wider  letter  than  De  Vinne,  the 
De  Vinne  Extended  may  be  used;  if  a  narrower  letter  than 
De  Vinne  is  required,  the  De  Vinne  Condensed  may  be  used; 
and  so  on. 

3.  There  are  many  types  of  different  names  that  have 
common  characteristics,  and  are  so  much  alike  that  they  can 
be  used  together  without  creating  discord.     For  instance,  the 
Ben  Franklin,  Post  Old  Style,  Roycroft,  Blanchard,  Plymouth, 
Hearst,  Powell,  and  Pabst  series  all  have  the  same  general 
characteristics;  that  is,  they  are  all  somewhat  rugged  in  out- 
line.    With  care,  any  two  of  these  styles  can  be  used  together 
harmoniously  in  the  same  advertisement. 

Many  types  of  different  names  are  so  much  alike  that  only 
a  practised  eye  can  distinguish  one  from  the  other.  Book- 
man Old  Style  and  Old-Style  Antique,  for  example,  are 
closely  related.  Powell  and  Pabst  are  very  similiar  to  each 
other.  Laureate,  Venezia,  and  MacFarland  have  no  marked 
differences.  Jenson  and  Kelmscott  are  almost  exactly  alike. 
Cheltenham  and  Kenilworth  can  hardly  be  told  apart.  All 
these  types,  therefore,  are  not  shown  in  this  Section.  In 
practical  work, .  the  ad-writer  should  give  the  printer  the 
option  of  using  any  one  of  the  closely  related  faces. 

4.  While  the  large  publishing  houses  usually  have  almost 
every  modern  face  of  type  that  is  made,  it  will  be  found  that 
there  are  many  printing  offices  that  do  not  possess  the  full 
variety  of  type  shown  in  this  Section;  in  fact,  there  are  very 
few  offices  that  have  more  than  half  of  these  different  styles. 
Therefore,  when  dealing  with  small  printing  offices  having  a 
limited  assortment  of  type,  the  ad-writer  should,  if  he  makes 
a  practice  of  specifying  types  and  sends  advertisements  to 
the  office  frequently,  find  out  what  faces  of  type  are  at  hand, 


§7  TYPE  AND  TYPE  MEASUREMENTS  3 

so  as  not  to  lose  time  by  specifying  unavailable  faces.  Good 
work  can  be  obtained  even  in  an  office  that  has  only  a  few 
suitable  styles  of  type,  provided  the  ad-writer  knows  how  to 
specify  the  details  of  display.  As  suggested  in  a  previous 
Section,  unless  the  ad-writer  is  thoroughly  competent  to 
specify  styles  for  display  type  and  knows  what  types  the 
printer  has,  it  is  better  to  let  the  layout  merely  show  the 
arrangement  and  strength  of  the  display  and  to  give  the  com- 
petent printer  liberty  to  use  whatever  style  and  size  of  type 
he  has  that  will  produce  the  display  effect  desired.  But  it  is 
well  in  such  a  case  to  make  suggestions  to  the  printer,  such 
as,  "Use  something  like  Post  or  Blanchard." 

5.  At  the  beginning  of  each  of  the  following  paragraphs, 
the  type  name  is  set  in  caps  and  lower  case  of  the  10-point 
size  of  the  type  called  for.     A  comparison  with  the  10-point 
Old-Style  Roman  body  type,  in  which  the  body  matter  of  this 
Section  is  set,  will  show  what  effect  can  be  secured  by  using 
the  particular  display  type   in'  conjunction   with   Old-Style 
Roman  body  type. 

THE  BEST  USES  OF  VARIOUS  TYPE 
FACES 

6.  Cheltenham  is  an  artistic,  compact  letter,  and  is  more 
condensed  than  ordinary  body  type,  so  that  more  words  can 
be  set  in  a  line  of  given  length  by  using  Cheltenham  than 
would  be  possible  by  .using  body  type  of  standard  width. 
Cheltenham  is  one  of  the  best  new  display  and  body  letters 
and  is  well  adapted  to  a  variety  of  uses.     The  sizes  from 
12-point  up  afford  excellent  display  type  for  magazines  and 
trade  papers.     This  style  of  type,  however,  should  not  be 
used  for  display  in  newspaper  advertisements,  as  it  has  a 
light  face  and  affords  small  contrast  to  body  matter  when 
printed  on  wood-pulp  paper.     Sizes  smaller  than   10-point 
should  never  be  used  for  body  matter  in  newspapers,  as  the 
small  openings  in  the  lower-case  letters  fill  up  very  quickly. 
The  body  type  sizes  are  very  effective  for  catalog,  booklet, 
and  folder  work,  particularly  where  the  page  is  a  narrow 


4  TYPE  AND  TYPE  MEASUREMENTS  §7 

one,  the  condensed  appearance  of  the  type  harmonizing  with 
a  long  narrow  page. 

7.  Cheltenham  Wide  is  a  companion  face  to  Cheltenham, 
but  it  has  a  more  extended  face,  and  is  therefore  particularly 
appropriate    for   pages    set   in   wide   measure.     It   can   be 
harmoniously  used   in    conjunction   with    Cheltenham    Bold 
Extended  and  Cheltenham  Bold.     Cheltenham  Wide  can  be 
very  easily  read,  and  the  smaller  sizes  make  an  attractive  body 
letter  for  booklets,  folders,  and  magazine  advertisements. 

8.  Cheltenham  Italic  is  a  condensed  Italic  of  the  Cheltenham 
family.     The  small  sizes  of  this  type  are  not  appropriate  for 
newspaper  work.     However,  it  is  well  adapted  for  emphasis 
when  used  in  conjunction  with  Cheltenham  and  printed  on  a 
good  quality  of  paper.      No  sample  page  of  this  type  is 
reproduced  in  this  Section. 

9.  Cheltenham  Bold  has  the  style  and  character  of  Chel- 
tenham, but  is  much  heavier.     It  is  a  very  useful  and  attrac- 
tive display  letter  for  all  classes  of  advertising.     Owing  to 
its  strength,   it  contrasts  well  with   body  matter,   whether 
in  all  capitals  or  capitals  and  lower  case.     Where  Chelten- 
ham or  Cheltenham  Wide  is  used  for  body  matter,  a  pleasing 
harmony  can  be  secured  by  using  Cheltenham  Bold  for  dis- 
play lines  and  subheadings.     If  care  is  taken  to  preserve 
balance,   an   introduction    or  an  important  paragraph  may 
sometimes  be  set  in  Cheltenham  Bold  with  good  effect,  par- 
ticularly if  the  main  display  is  in  Cheltenham  Bold.     The 
large  sizes  of  Cheltenham  Bold  are  excellent  for  street-car 
cards,  etc.     This  type  is  also  a  good  display  face  for  depart- 
ment-store advertisements.     It  can  be  used  for  body  matter 
of  circulars  when  printed  on  large  work  or  in  a  tint. 

10.  Cheltenham  Bold  Condensed   is  a  companion   face    to 
Cheltenham  Bold.     It  can  be  used  where  a  large  number 
of  letters  or  words  have  to  go  in  a  given  measure  and  where 
Cheltenham  Bold  would  be  too  wide.    It  is  adapted  to  all  the 
uses  of  Cheltenham  Bold,  and  is  particularly  appropriate  for 


§7  TYPE  AND  TYPE  MEASUREMENTS  5 

booklet  and  folder  headings  and   subheadings,   where  the 
page  is  set  in  narrow  measure. 

11.  Cheltenham  Bold  Extended  has  the  same 
style  of  face  as  the  other  Cheltenham  Bold  series,  but  it  is 
very  much  extended.     It  is  useful  in  very  wide  measures, 
where  little  copy  is  furnished   for  the  lines,  and  is  particu- 
larly suitable  for  headings  and  subheadings  on  pages  set  in 
wide  measure. 

12.  Bookman  Old  Style  is  an  excellent  all-around  display 
and  body  letter,  and  is  suitable,  in  the  larger  sizes,  for  maga- 
zine and  newspaper  display.     The  smaller  sizes  should  not 
be  used  in  newspaper  display,  except  for  body  matter,  as 
they  afford  but  little  contrast  to  Old-Style  Roman  body  type. 
Bookman  is  a  very  good  letter  for  body  matter  in  maga- 
zine advertisements,  booklets,  folders,  etc.,  especially  those 
printed  on  antique  paper.     It   is  also   a  good  type  to  use 
where  it  is  desired  to  have  a  paragraph  in  type  that  is  a  little 
heavier  than  the  regular  body  matter. 

13.  Patst  is  a  light-faced,  slightly  rugged  display  and  body 
letter,  a  companion  face  to  Schceffer,  Powell,  Roycroft,  and 
Post  Old  Style,  but  much  lighter  in  face.     It  is  well  adapted 
to  magazine  display,  and  is  also  useful  for  newspaper  adver- 
tisements in  which  an  artistic  type  is  desired  that  is  lighter 
than  Post.   Ben   Franklin,   Roycroft,   etc.     The   sizes  from 
8-  to  12-point  make  an  excellent  body  letter  for  magazine 
advertisements,   booklet,   and   folder  pages,  etc.,  while  the 
12-,    14:,    and    18-point    sizes    are    particularly    suitable    for 
advertisements  that  are  to  be  set  in  single-paragraph  style 
with  wide  margins  and  without  headings. 

14.  De  Vinne  is  a  very  useful  display  type.     It  can  be 
used  to  advantage  in  magazine  and  newspaper  display,  for 
both   main  headings  and  subheadings.     The   lower  case  of 
the  larger  sizes  is  appropriate  for  street-car  cards  and  for  the 
body  matter  of  small  posters,  window  cards,  etc. 

15.  De  Vinne  Condensed  is  a  companion  face  to  De  Vinne. 
It  can  be  used  instead  of  regular  De  Vinne  where  it  is  neces- 


6  TYPE  AND  TYPE  MEASUREMENTS  §7 

sary  to  place  more  letters  or  words  in  a  line  of  given  length 
than  would  go  in  the  regular  De  Vinne. 

16.  De  Vinne  Extended  is  a  companion  face  to 
De  Vinne  and  De  Vinne  Condensed.     It  can  be  used  advan- 
tageously where  it  is  necessary  for  a  few  letters  or  a  few 
words  to  fill  a  wide  measure.     This  type  should  be  used 
sparingly,  however,  as  more  than  one  line  of  it  is  difficult  to 
read.     The  De  Vinne  family  can  be  found  in  nearly  every 
printing  office. 

17.  Quentell  is  a  pleasing  display  letter,  being  somewhat 
heavier  than  medium  weight.    It  is  somewhat  condensed  and 
is  suitable  for  a  great  variety  of  advertising  needs,  affording 
a  strong  contrast  to  body  matter. 

18.  Post  Old-Style  Roman  No.  1  is  a  rugged, 
somewhat     extended,     bold     display    letter     that    can    be 
used  very  extensively.     The  larger  sizes  of  lower  case  are 
appropriate  for  body  matter  of  street-car  cards  and  posters. 

19.  Post  Old-Style    Roman  No.  2  is   a 

very  heavy-faced,  rugged  display  letter,  appropriate  for  dis- 
play use  in  newspapers  and  magazines.  It  is  not  suitable  for 
booklet  and  folder  work,  because  it  is  too  heavy  and  too 
extended  for  pages  set  in  narrow  meas-ure.  The  lower  case 
of  the  large  sizes  is  a  very  strong  body  type  to  use  on  street- 
car cards,  posters,  etc. 

20.  Post  01d=Style  Condensed  is  a  companion  face  to 
Post  Old    Style,  and  it  proves  very  useful  when  a  large 
number  of  words  or  letters  has  to  be  set  in  a  narrow  measure. 
By  exercising  discretion,  this  letter  can  be  used  for  the  dis- 
play lines  in  booklet  and  folder  work,  as  it  is  not  so  heavy 
and  wide  as  the  Post  No.  2. 

21.  Post  Old-style  Italic  is  a  companion  face  to  Post 
Old  Style  and  Post  Old-Style  Condensed.     It  should  be  used 
sparingly,  as  it  is  hard  to  read  when  a  number  of  lines  are 
placed  together.    It  is  excellent  for  newspaper  work  in  which 
no    other  Italic    display  lines  are    used.      The    6-,  8-,  and 
10-point  sizes  are  available  for  paragraph  matter  in  booklets 


§7  TYPE  AND  TYPE  MEASUREMENTS  7 

and  folders,  where  this  special  matter  is  held  in  to  a  nar- 
rower measure  than  the  body  type  and  where  special  emphasis 
is  required. 

22.  Roycroft    is    a  very  bold,  rugged  display  letter, 
somewhat  wider  than  Post  Condensed,  and  is  suitable  for 
nearly  every  class  of  display  where  strength  is  desired.     It 
can  be  used  in  large  or  small  sizes,  as  it  affords  a  strong 
contrast  to  body   matter,  no  matter  how  it  is  used.      The 
smaller  sizes  make  appropriate  subheadings  and  price  dis- 
plays where  the  main  headings  of  advertisements  are  set  in 
the  18-,  24-,  and  30-point  sizes. 

23.  Schoeffer  is   a  somewhat   condensed,  medium-weight 
display  letter.     It  is  suitable  for  headings  and  subheadings 
in  magazines  and  trade  papers.     The  very  small  sizes  should 
not  be  used  for  display  lines  in  newspapers  printed  on  wood- 
pulp  paper,  as    these   sizes    afford   little   contrast  to  body 
matter.     Schoeffer  is  suitable  for  headings  and  subheadings 
in  booklet  and  folder  work  if  set  in  narrow  measure. 

24.  Adver  Condensed  is  a  companion  face  to  Schoeffer,  but 
is  more  condensed  and  heavier.     Where  heavy  displays  are 
desired,  it  is  a  good  type  to  use. 

25.  Adtype   is   a   face    akin   to  Schceffer,  Foster,  and 
Adver  Condensed.      It  has  a  heavy,  strong  face  that  gives 
good  contrast  in  newspapers    printed  on  cheap  paper  and 
wherever  a  heavy-faced,  easily  read  letter  is  required. 

26.  Globe  Gothic  is  a  heavy-faced,  clean-cut,  easily  read 
display  letter,   suitable  for  use  where  a  very  plain,  strong 
letter  would  be  appropriate. 

27.  Lining  Arlington  is  a  good,  strong  advertising  letter, 
with  a  clean-cut,  easily  read  face  of  a  slightly  rugged  char- 
acter.    It  'is  well  suited  to  magazine  advertising,  and  when 
used  with  discrimination,  it  serves  as  a  first-class  newspaper 
letter;  but  in  newspaper  advertisements,  it  is  not  advisable  to 
use  the  very  small  sizes  with  small,  solid  type,  as  it  affords 
but  little  contrast. 


8  TYPE  AND  TYPE  MEASUREMENTS  §7 

28.  Bulfinch  is  a  very  neat,  light-faced  letter  suitable  for 
high-grade  magazine  advertising,  booklets,  folders,  etc.  On 
account  of  its  light  weight,  it  affords  small  contrast  to  body 
matter,  and,  except  on  such  work  as  stationery,  fine  book- 
lets, etc.,  it  should  be  used  only  in  the  larger  sizes  for 
display  purposes.  Bulfinch  is  not  adapted  to  newspaper 
advertising. 


29.  Cloister  ISIatfe  is  a  beautiful,  clean-cut  text  letter. 
Being  patterned  after  ancient  manuscripts,  it  is  particularly 
appropriate    for   ecclesiastical   advertising,    stationery,    and 
programs  of  a  dignified  style,  etc.    The  use  of  6-  and  8-point 
sizes  for  display  should  be  avoided,  as  they  are  very  hard  to 
read.     Text  letters  should  never  be  used  in  all  capitals,  as 
capitals  are  particularly  hard  to  read  unless  used  in  conjunc- 
tion with  lower-case  letters. 

30.  Lining  Gushing  No.  2  is  a  light-faced  body  letter  and 
is  not  made  larger  than  24-point.     It  is  an  excellent  type  to 
use  in  advertisements  that  are  set  in  paragraph  style  without 
any  display  features  and  for  the  body  matter  of  magazines 
and  department-store  advertisements.     It  can  be  used  very 
effectively  for  the  body  matter  of  booklets  and  folders,  but  it 
should  not  be  used  for  display  lines  if  a  good  contrast  is 
desired  between   display   lines   and  body  matter.     Gushing 
is  an  appropriate  type  for  subjects  like  high-grade  jewelry. 

31.  Powell  is  an  all-around  display  type  having  a  face 
that  is  easily  read  and  pleasing.     It  can  be  used  for  almost 
any  purpose,  but  it  is  especially  well  adapted  to  high-grade 
magazines   and   to   the  body  matter  of    paragraph   display, 
street-car  cards,  posters,  etc.,  where  a  lower-case  letter  is 
required  that  can  be  read  easily.     Powell  type  has  only  a 
medium-weight  face,  and  when  used  for  newspaper  display,  a 
size  large  enough  to  contrast  well  with  body  matter  should 
be  selected. 

32.  Laureate  is  a  neat  display  letter  that  is  often  found 
very  serviceable,  especially  on  stock  with  an  antique  finish. 
It  is  also  available  for  body  type  in  the  smaller  sizes,  from 


§  7  TYPE  AND  TYPE  MEASUREMENTS  9 

6-point  to  12-point,  but  when  using  body  types  in  this  way, 
if  there  are  more  than  a  few  lines,  it  is  advisable  to  lead  the 
matter.  Laureate  can  be  used  for  magazine,  newspaper, 
and  trade-paper  advertisements.  It  is  not  in  very  general 
use,  and  the  ad-writer  should  use  discrimination  in  calling 
for  it  in  his  work. 

33.  John  Hancock  is  a  strong,  useful  letter  for  head- 
ings, subheadings,  price  displays,  etc.  in  newspaper  work, 
affording  excellent  contrast  to  body  type.     It  is  one  of  the 
best  new  advertising  faces,  and  can  be  used  to  advantage  in 
magazine  advertisements  where  only  a  few  lines  of  display 
are  used.     Care  should  be  taken  in  using  this  type,  as  too 
many  lines  of  it  will  make  an  excessively  black  display.     It 
should  never  be  used  for  body  matter  except  on  large  work 
such  as  street-car  cards. 

34.  John    Hancock    Condensed    is    a   companion    face    to 
John  Hancock,  and  can  be  effectively  used  in  conjunction 
with  the  regular  John  Hancock  for  a  display  line  that  con- 
tains too  many  words  for  the  regular  face.     On  account  of 
its  compression,  it  is   a  very  good  face  for  single-column 
newspaper  display  or  for  panels  of  department-store  adver- 
tisements.    It  should  never  be  used  for  body  matter. 

35.  «Jolin  Hancock   Extended   is  a 

companion  face  to  John  Hancock  and  John  Hancock  Con- 
densed. It  should  be  used  discriminately  and  only  where  it 
is  necessary  to  place  a  very  few  letters  or  words  in  a  wide 
measure.  It  can  be  appropriately  used  with  its'  companion 
faces  in  newspaper  and  trade-paper  display. 

36.  Caslon  Old  Style  is  a  very  legible  old-style  display 
and  body  letter,  but  it  is  used  chiefly  as  a  body  letter.     The 
sizes  from   12-point  up  can  be  used  in  either  capitals   or 
capitals    and    lower   case    for    display    lines    in    magazines 
or  booklets.     As  Caslon  has  a  very  light  face,  care  should 
be  taken,  when  using   it   for  both  display  lines   and  body 
matter,  to  select  sizes  for  the  display  that  are  large  enough, 
to  contrast  well  with  the  body  type.      Caslon  Old  Style  is 


10  TYPE  AND  TYPE  MEASUREMENTS  §  7 

one  of  the  best  all-around  body  letters  made;  it  has  an  artistic 
face  and  is  easy  to  read.  In  newspaper  work,  the  6-point 
size  should  be  avoided,  as  the  openings  in  the  lower-case 
letters  fill  up  when  printed  on  cheap,  wood-pulp  paper. 

37.  Caslon  Old-Style  Italic  is  a  companion  face  to  Caslon 
Old  Style,  and  can  be  used  advantageously  in  conjunction 
with  it  on  all  but   newspaper   display.     This  type  is  not 
appropriate  for  body  matter. 

38.  Gaslon  Bold  is  a  companion  letter  to  Caslon  Old 
Style,  but  it  has  a  heavier  face.     It  is  an  excellent  all-around 
display  type.     It  is  also  an  excellent  body  type  for  catalogs 
and  booklets  when  printed  on  antique  paper  or  with  colored 
ink.     This  type  is  also  strong  for  street-car  cards. 

39.  Gaslon  Bold  Condensed  is  a  narrower  type  than  Caslon 
Bold,  but  it  has  the  same  general  characteristics,  and  may 
be  used  in  the  same  advertisement  or  in  other  work  in  which 
Caslon  Bold  is  used.     This  condensed  letter  is  particularly 
suitable  for  booklets  and  folders  set  the  narrow  way  of  the 
sheet,  in  which  the  ordinary  Caslon  Old  Style  is  used  for 
body  matter.     It  is  a  good  letter  to  use  in  magazine  adver- 
tising where  moderate  contrast  is  required. 

40.  Caslon   Bold  Italic  is  another  member  of   the 
Caslon  Bold  family,  having  all  the  general  characteristics, 
except  that  it  is  a  sloping  letter.     It  can  be  used  with  Caslon 
or  Caslon  Bold  for  display,  where  only  a  few  display  lines 
are  used.     In  street-car  cards  set  in  Caslon  Bold,  Caslon 
Bold  Italic  is  a  good  type  to  use  for  a  few  words  requiring 
emphasis. 

41.  MacFarland  is  a  very  useful  letter.     The  sizes  from 
12-point  up  afford  excellent  contrast  to  leaded  body  matter, 
but  should  not  be  used  for  display  type  where  the  page  is 
set  solid,  except  in  the  sizes  from  14-point  up,  as  it  is  only  a 
medium-weight  letter.     In  the  larger  sizes,  it  is  particularly 
well    adapted   to   magazine    and   newspapei    display.     The 
6-,  8-,  10-,  and  12-point  sizes  make  excellent  body  type  for 
trade-paper  and  newspaper  advertisements,  but  great  care 


§7  TYPE  AND  TYPE  MEASUREMENTS  11 

should  be  exercised  in  calling  for  any  unusual  amount  of 
this  type,  as  very  few  printing  offices  possess  it  in  large 
quantities.  The  larger  sizes,  from  48-point  up,  make  an 
easily  read  body  matter  for  street-car  cards  and  posters. 

42.  MacFarland  Condensed  is  a  companion  letter  to  Mac- 
Farland,  and  can  be  used  well  in  conjunction  with  it.-  This 
condensed  letter  is  particularly  suitable  for  headings  and 
subheadings,  in  booklet  and  folder  work  set  the  narrow  way 
of  a  page.  Care  should  be  exercised  in  using  the  different 
sizes,  as  it  is  a  light-faced  letter  and,  being  more  condensed, 
it  is  not  quite  so  strong  as  the  MacFarland.  Sizes  under 
12-point  should  not  be  used  for  display  lines,  nor  should  this 
type  be  used  for  body  matter. 

4.3.  MacFarland  Italic  is  a  companion  face  to  MacFar- 
land and  MacFarland  Condensed.  It  can  be  used  in  con- 
junction with  MacFarland  if  an  Italic  face  is  required  for 
emphasis  in  body  matter,  and  occasionally  the  sizes  above 
8-point  can  be  used  for  display  lines.  A  newspaper  adver- 
tisement in  which  French  Old  Style,  Caslon  Old  Style,  or 
Old-Style  Roman  is  used  for  body  matter,  will  sometimes, 
look  well  when  displayed  in  MacFarland  Italic.  The  use  of 
MacFarland  Italic  for  display  lines  where  solid  type  is  used 
for  the  body  should  be  avoided,  unless  the  body  type  is  very 
small,  as  MacFarland  Italic  is  only  a  medium-weight  letter 
and  will  afford  little  contrast  to  a  mass  of  large  body  type. 

44.  Corbitt  is  a  strong,  clean-cut,  easily  read  display 
letter.      It  is  useful  in  magazine  or  newspaper  advertising 
and  affords  an  excellent  contrast  to  body  matter  even  down 
to  the  smaller  sizes.     It  is  a  fairly  good  letter  for  the  display 
of  department-store  advertisements,  but  it  is  not  suitable  for 
body  matter. 

45.  Corbitt  Condensed  is  a  companion  face  to  Corbitt, 
and  can  be  used  in  conjunction  with  Corbitt  either  where  it 
is  necessary  to  get  more  words  in  a  line  than  could  be  set 
in  the  regular  Corbitt,  or  where  it  is  advisable  to  use  a 
larger  size  than  could  be  set  in  the  line  when  using  the 


.12  TYPE  AND  TYPE  MEASUREMENTS  §  7 

regular  face.  This  type  is  useful  in  booklets  and  folders, 
set  the  narrow  way  of  a  page,  where  a  heavy  display  face 
is  desired.  v 

46.  McClure  is  a  very  easily  read,  clean-cut  display 
letter,  but  the  smaller  sizes  afford  little  contrast  to  body 
matter.     It  is  an  attractive  letter  for  booklets,  folders,  etc., 
and  it  can  be  used  in  such  cases  both  as  display  and  as  body 
matter.      For  instance,  if   the  body  of    a  folder  is   set  in 
6-,    8-,    or    10-point    McClure,    display   lines    could    be    set 
in  14-,  18-,  or  24-point,  etc.,  and  if   the  paper  is  good  the 
contrast  will  be  strong  enough. 

47.  Foster  is  a  heavy-faced,  easily  read  display  letter, 
and  can  be  used  in  any  class  of  advertising  where  a  strong 
display  is  desired.     Even  the  small  sizes  afford  strong  Con- 
trast to  body  matter  and  are  particularly  suitable  for  sub- 
heads, price  displays,  etc.     Foster  is  an  excellent  face  for 
headings,    subheading,   and    price    displays    in    department- 
store  advertisements.     This  letter  is  not  recommended  for 
fine  catalog,  booklet,  or  folder  work,  as  it  is  too  heavy  and 
of  a  Gothic  nature.     An  exception  to  this  rule  will  be  noted 
in  the  next  paragraph. 

48.  W©Mb  is  the  same  as  Foster,  except^that  it  is  out- 
lined instead  of  having  a  solid  face.     The  Foster  series  can 
be  printed  in  a. light  tint  and  the  Webb  printed  over  it  in  a 
darker  color,   producing   a  two-color  letter.       All   sizes   of 
Webb,  from  12-point  up,  are  made  so  that  they  can  b2  used 
in  conjunction  with  Foster  for  two-color  work.     When  used 
together,  these  two  letters  produce  very  artistic  results  on 
covers   and  title  pages  of  catalogs,  booklets,  folders,  and 
all  kinds  of  two-color  printing.     This  combination  is  a  good 
one  in  case  it  is  desired  to  emboss  the  line;  that  is,  to  hive 
the  printed  letters  pressed  up  above  the  surface  of  the  paper. 
The  Webb  series  can  be  used  by  itself  very  effectively  in 
fine  booklet  and  folder  work,  and  occasionally  in  advertise- 
ments, but  great  care  should  be  exercised  that  proper  con- 
trast is   secured   for   the   body   matter,   because   Webb   is 


§7  TYPE  AND  TYPE  MEASUREMENTS  13 

ordinarily  hard  to  read  when  it  is  used  for  a  heading  or  sub- 
heading made  up  of  more  than  one  line. 

49.  Gothic  is  to  be  used  with  discrimination,  for  it  is 
extremely  plain  and  has  a  heavy  face.     It  is  very  easy  to 
"overdisplay"  an  advertisement  with  Gothic  type.    A  number 
of  display  lines  set  in  Gothic  will  make  an  advertisement  look 
crowded.     Gothic  is  very  strong  where  one  line  is  displayed 
and  the  remainder  of  the  copy  is   set  in  body   type,   as  it 
affords  an  unusually  strong  contrast.     Gothic  is  not  a  booklet 
type.     It  is  used  freely  in  mail-order  advertisements,  and  is 
the  strongest  of  all  poster  types.     It  is  useful  in  newspaper 
and  magazine  advertisements  where  a  strong  line  is  desired. 
A  feature  of  Gothic  is  that,  being  a  very  plain  letter,  all- 
capital  lines  are  more  readable  than  all-capital  lines  ordi- 
narily are. 

50.  Gothic  Condensed  No.  1  is  a  companion  face  to  Gothic  No.  1, 
but  it  has  a  more  compressed  face,  and  thus  allows  the  use 
of  more  words  to  a  given  measure.     It  should  be  used  with 
care,  as  it  is  a  very  plain  letter  and  gives  a  monotonous 
effect  when  used  to  excess. 

51.  Gothic  No.  8  is  a  companion  face  to  Gothic  No.  1, 
but  has  a  heavier  face.     It  is  very  appropriate  for  mail-order 
advertising  printed  on  cheap  paper,  as  it  affords  strong  con- 
trast with  small  sizes  of  body  type  set  solid.     Gothic  No.  8 
is  not  appropriate  for  high-grade  catalog,  booklet,  and  folder 
work.  \ 

52.  Jenson  was  at  one  time  very  popular,  and  it  is  still 
used  as  a  general  display  type.     It  cannot  be  read  quite  so 
easily  as  some  of  the  newer  letters,  and  should  not  be  used 
where  very  strong   display  is  desired;  nevertheless,  it  has 
graceful  outlines.     Jenson  Condensed  and  Jenson  Italic  may 
be  used  effectively  as  companion  types. 

53.  A^u/M;  is  a  style  of  letter  cut  in  imitation  of  hand- 
writing.    There  are  a  great  many  different  styles  of  script 
type,  some  of  them  being  very  artistic.     The  Inland  French 
Script  shown  in  this  Section  is  a  good  example.     Types  of 


14  TYPE  AND  TYPE  MEASUREMENTS  §7 

this  style  are  used  principally  for  cards,  formal  announce- 
ments, etc.  They  are  not  suitable  for  newspaper  display, 
and  the  slanting  styles  are  not  now  used  so  extensively  for 
letterheads  as  they  once  were. 

54.  A  study  of  the  other  type  exhibits  should  make  clear 
the  uses  to  which  they  are  best  adapted.     It  is  impossible  to 
set  down  rules  for  the  use  of  all  the  different  faces,  because 
many  types  are  so  much  alike  and  meet  so  nearly  the  same 
demands  that  it  frequently  becomes  a  matter  of  individual 
taste  as  to  which  shall  be  used.     It  is  really  fortunate  that 
individual  tastes  do  differ  slightly,  for  otherwise  there  would 
be  an  excessive  use  of  a  few  styles  of  type. 

55.  A  few  pages  of  body  type  are  shown  near  the  end 
of  the  Section.     Old-Style  Roman  and  Modern  Roman  are 
effective  for  practically  all   classes   of   advertising   matter 
designed  for  reading  at  close  range,  yet  the  use  of  another 
face  harmonious  with  the  subject  of  the  advertisement  will 
sometimes  give  a  desirable  distinctiveness. 

56.  The  plain  borders  and  the  simple  styles  among  the 
ornamental  borders  may  be  used  freely.     The  more  orna- 
mental borders  should  be  used  with  much  discrimination,  as 
it  is  only  occasionally  that  they  are  preferable.     Styles  in 
ornamental  borders  change  frequently.     Plain  borders  are 
always  in  good  style. 


The  3-point  rule  set  at  the  right  of  the 
lines  of  type  shows  the  full  depth  of  the  body; 
the  upper  end  of  the  rule  is  on  a  line  with 
the  top  of  the  type  body,  and  the  lower  end 
is  on  a  line  with  the  base  of  the  type  body. 

As,  in  setting  many  of  the  type  pages,  it 
was  necessary  to  select  words  that  would  fill 
the  line,  the  sentences  and  phrases  of  the 
Section  should  not  be  regarded  as  examples 
of  good  copy. 

The  numbers  following  many  of  the  names 
of  the  borders  are  merely  type  founders' 
numbers  and  should  not  be  used  by  ad- 
writers. 


16  TYPE  AND  TYPE  MEASUREMENTS  §  7 


FOSTER 


84  Point 


NO  tub 


72  Point 


BIG  can 


60  Point 


NET  met 


48  Point 


SENT  west 

42  Point 

DIME  novels 

36  Point 

RETURN  order 


TYPE  AND  TYPE  MEASUREMENTS 


FOSTER 


30  Point 


EXPERTS  required  | 

24  Point 

MENTIONED  IN  BOX) 
Requiring  Consideration  | 

18  Point 

ADVERTISING  IS  AN  ART  | 
But  the  artist  $1234567890  j 

14  Point 

CONVINCING  APPEAL  NOW  SENT  | 
Many  answers  to  advertisements  are  in  | 

12  Point 

APPRECIATION  OF  FIRST  IMPRESSION  | 
By  which  your  advertising  may  be  measured  9  | 

10  Point 

PAPER,  DESIGN  AND  COLOR  MUST  NOT  ONLY  | 

Harmonize  with  themselves  but  with  the  subject  matter  | 

8  Point 

IT  IS  TRUE  THAT  EFFORT  MAY  HAVE  BEEN   EXPENDED  ON  | 

The  preparation  of  copy;  possibly  an  artist  of  good  reputation  has  had  | 

6  Point 

IT  IS  NOT  ALWAYS  THE  BAND  THAT  PLAYS  THE  LOUDEST  THAT  GIVES    I 

The  best  music.    Often  strength  of  tone  is  given  to  hide  the  discord,  and  the  same  is    I 


18  TYPE  AND  TYPE  MEASUREMENTS  §7 


12  Point 


60  Point 


48  Point 


42  Point 


36  Point 


ifffefb 


§7  TYPE  AND  TYPE  MEASUREMENTS  19 


30  Point 


24  Point 


18  Point 


SAMETAEY 


oo          /iO       &  no 


I  «j]   CrftCo)      I 

)Jl^c5)    I 


WHAT  ST  SS  AMID)  HMSUST  ©M  ST 


i 


TYPE  AND  TYPE  MEASUREMENTS  §7 


CORBITT 


72  Point 


HIS  tin 


60  Point 


SETcut 


48  Point 


NEW  face 


36  Point 


MUCH  is  used 


30  Point 


HONEST  bargain  | 

24  Point 

MENTION  of  names) 


§7  TYPE  AND  TYPE  MEASUREMENTS  21 


CORBITT 


18  Point 


DESIGNS  FOR  WINDOWS  | 
Fire  Sale  $1234567890  | 
Now  Being  Shown  Herein  j 


14  Point 

AN  EXTRAORDINARY  BARGAIN  | 
Fine  Dress  Goods,  Laces,  Cottons  | 


12  Point 

MORE  PROFIT  FOR  THE  RETAIL  MAN  | 
Continuous  Gains  are  Made  in  Every  Line  | 


10  Point 

TRY  OUR  NEW  METHODS  OF  ADVERTISING  | 
Results  are  quickly  shown  by  our  method  of  | 


8  Point 

BEST  MATERIAL  IS  MADE  FOR  PROGRESSIVE   PRINTERS  | 

Thereby  assuring  better  results  to  every  energetic  merchant  | 


6  Point 

A  LARGE   ASSORTMENT  OF  FINEST  CHINAWARE  AT  LOWEST  PRICES    | 

Sale  now  going  on.    Tremendous  bargains  in  Cut  Glass  and  Silverware  I 

204—20 


22  TYPE  AND  TYPE  MEASUREMENTS  §7 


CONDENSED  CORBITT 


72  Point 


MEN  sent 


60  Point 


MICE  dine 


48  Point 


BRING  away 


36  Point 


SECURED  gardens  | 

30  Point 

GREATEST  medium  of  | 

24  Point 

BUSINESS  MEN  very  active  | 


§  7  TYPE  AND  TYPE  MEASUREMENTS 


CONDENSED  CORBITT 


18  Point 

NEW  IDEAS  FOR  BUSINESS  MEN  | 
Big  Profits  Secured  $1234567890 1 
Table  of  figures  shows  profits  are  j 


14  Point 

ALL  HARDWOOD  FINISHED  THROUGHOUT  | 
Rooms  are  richly  decorated  with  draperies  | 


12  Point 

GOOD  PRINTING  IS  THE  BEST  ADVERTISEMENT  | 
Advertising  will  sell  your  goods.    Get  in  line  to-day  | 


10  Point 

IT'S  THE  MAN  WITH  THE  EARLY  START  THAT  HAS  A  | 
Long  handicap  over  fhe  rest.  It's  time  to  start  that  catalog  | 


8  Point 

IT  IS  NOW  THE  TIME  OF  THE  YEAR  TO  PIT  ADDITIONAL  ENERGY  INTO  | 

Your  business.    The  cool  weather  stimulates  people's  brains  and  pocketbooks  | 


6  Point 

YOU  CAN'T  TELL  YOUR  STORY  FACE  70  FACE  TO  EVERYBODY.  IF  YOU  WOULD  HAVE  I 

I  hem  know  your  goods  you  must  write  or  print  descriptions.    Why  have  these  descriptions  if  I 


24  TYPE  AND  TYPE  MEASUREMENTS  §7 


McCLURE 


72  Point 


RIM  grit 


60  Point 


BEN  laid 


48  Point 


GRIM  meal 


36  Point 


CHUNK  reaper  | 

30  Point 

MENDING  dishpan  | 

24  Point 

NUMBERING  riders  on  | 


§7  TYPE  AND  TYPE  MEASUREMENTS 


McCLURE 


18  Point 


WE  PRODUCE  SOMETHING  | 
Rarely  Ever  $1234567890  | 
Without  great  effort  and  much  j 


U  Point 

THE  THINGS  CALLED  DEAR  ARE  | 
When  justly  estimated,  the  cheapest,  if  j 


12  Point 

WORKS  OF  TASTE  ttUST  BEAR  A  PRICE  | 
According  to  the  skill,  risk,  time  and  expense  | 


10  Point 

"LIVE  AND  LEARN,"  ROAD  TO  ACHIEVEMENT  | 
Egotism  is  a  mighty  stumbling-block  of  opportunity  | 


8  Point 

ILLUSTRATION  IS  A  UNIVERSAL  LANGUAGE  THAT  PEOPLE  | 

Of  all  nations  can  read  and  understand.    The  better  the  illustration  | 


6  Point 

ONE  OF  THE  IMPORTANT  CHANGES  IN  THE  HISTORY  OFTYPEFOUNDING 

Was  the  lining  and  set  system  inaugurated  and  perfected  by  the  Inland  Foundry 


26  TYPE  AND  TYPE  MEASUREMENTS  §7 


MACFARLAND 

72  Point 

BE  kind 


60  Point 


BIG  sale! 


64  Point 


FIRE  calls 


48  Point 


FINE  linen 


42  Point 


SURE  transit 

36  Point 

RIGHT  method 


TYPE  AND  TYPE  MEASUREMENTS  27 


^^  MACFARLAND 

30  Point 

SPECIAL  meetings  | 

24  Point 

DURABLE  machinery  $  | 

20  Point 

FURNITURE  expositions  482  | 

18  Point 

ELABORATE  musical  entertainment  | 

16  Point 

NEW  DESIGNS  in  washable  goods  | 

14  Point 

EXTENDED  TOURS  to  the  Holy  Land  | 

12  Point 

PRIVATE  AUCTION  of  valuable  art  treasures  | 

10  Point 

BEWILDERING  MAZE  of  dainty  ribbon  values  8372  | 

9  Point 

COMPETITORS'  PRICES  knocked  into  a  cocked  hat  $92.40   | 

8  Point 

JUDICIOUS  ADVERTISING  WITH  an  air  of  originality  counts  most    | 

6  Point 

OUR  MAIN  BUSINESS  IS  TO  CAUSE  A  RAPID  RISE  IN  YOUR  BUSINESS  3     I 

Our  new  cream  of  tartar  baking  powder  is  the  recognized  vehicle  of  success  to  the  baker     I 

5  Point 

IF  YOUR  INCOME  IS  RATHER  SMALL,  LET  US  TELL  YOU  HOW  TO  INCREASE  IT     | 
Come  and  see  the  ideal  suburb  with  Its  unusually  wide  avenues  and  fine  modern  residences     I 


TYPE  AND  TYPE  MEASUREMENTS  §7 

MACFARLAND  ITALIC 


48  Point 


PRINTERS 
Have  a  home 


36  Point 


UNEQUALED! 
In  any  country  4 


30  Point 


ITS  BEAUTIFUL} 
Buildings  and  fine  \ 


24  Point 


SCENERY  AND  AIR  \ 
High,  dry,  and  healthy  \ 


TYPE  AND  TYPE  MEASUREMENTS  29 

MACFARLAND  ITALIC 


20  Point 


AT  COLORADO  SPRINGS  \ 
"Its  bounty  unpurchasable"  \ 


18  Point 

ERECTED  &  MAINTAINED  BY  \ 
International  Typographical  Union  \ 

U  Point 

MAGNIFICENT  HOSPITAL  ANNEX  \ 
Special  tents  for  the  tuberculosis  residents  \ 

12  Point 

AND   EVERYTHING   STRICTLY  MODERN  \ 
Library  contains  eight  thousand  volumes  8765  | 

10  Point 

DONATED  BY  MEMBERS  OF  ORGANIZATION  | 
Main  building  is  of  white  lava  stone  trimmed  with  red   | 

8  Point 

ON  A  COMMANDING  EMINENCE  OVERLOOKING  COLORADO    | 

Springs  and  the  surrounding  plains  stand  the  Home  buildings    | 

6  Point 

THE  GROUNDS  SURROUNDING  THE  HOME  ARE  BEAUTIFIED  BY  LAWNS     I 

Flowers,  shrubs,  and  trees,  maple  and  elm  alternating  alone  the  driveway  to  the  gate     I 


30  TYPE  AND  TYPE  MEASUREMENTS  §7 

CONDENSED  MacFARLAND 


84  Point 


HEN  flies 


72  Point 


BUGS  turn 


60  Point 


USED  many 

48  Point 

GREAT  scenes 

36  Point 

STRIKING  attractive!] 

30  Point 

CONDENSED  MacFarland  I 


§  7  TYPE  AND  TYPE  MEASUREMENTS 

CONDENSED  MacFARLAND 


24  Point 

IMPROVEMENT  IS  ORDERED  | 
Plain  goods  are  sold  below  cost  | 

18  Point 

COMBINATIONS  OF  COLORS  SHOWN  | 
Advertising  is  proposed  $1234567890  j 

14  Point 

EVERY  PRINTED  ARTICLE  IS  INTENDED  TO  BE  | 
Read,  and  being  read  creates  an  impression.  This  | 

12  Point 

IT  IS  NOT  ENOUGH  THAT  YOU  COMPILE  ALL  NECESSARY  | 
Data  relative  to  your  product  or  commodity;  the  complete  | 

10  Point 

ADVERTISING  IS  NOT  SIMPLY  THE  PLACING  OF  WORDS  AND  | 
Characters  upon  a  sheet  of  paper,  it  must  be  a  convincing  appeal  I 

8  Point 

EVERY  EFFORT  OF  MODERN  BUSINESS  IS  TO  ATTRACT  FAVORABLE  ATTENTION  | 

There  is  one  very  effective  way— that  is  by  judicious  and  intelligent  use  of  printer's  ink  | 

6  Point 

BUSINESS  STATIONERY  OF  THE  PRESENT  DAY  HAS  BEEN  ELEVATED  TO  THE  SAME  HIGH  QUALITY  I 

That  has  so  long  been  used  In  heraldry  and  art— by  intaglio  engraved  plates.    Elegance  In  commercial  I 


32  TYPE  AND  TYPE  MEASUREMENTS  §7 

GOTHIC    No.  1 

48  Point 

SIX  weeks 


42  Point 


NINE  hours 


36  Point 


DOCKS  afire! 


30  Point 


HIGH  winds  blow 


24  Point 


BONDS  sold  quickly  2  | 


18  Point 


EXHIBITIONS  GIVEN  DAILY 
Tickets  on  sale  at  box  office  j 


TYPE  AND  TYPE  MEASUREMENTS  33 


GOTHIC    No.  1 


14  Point 

A  FINE  DISPLAY  OF   USEFUL  | 
Household   goods    at   low    prices  | 


12  Point 

BARGAINS  IN   EVERY  DEPARTMENT  | 
A  trial  purchase  will  convince  you   $12   | 


10  Point 

OUR   DISPLAY  OF    EASTER    BONNETS   I 
Will  be  the  most  magnificent  ever  shown  I   I 


9  Point 

WE  ARE  SHOWING  THE  MOST  COMPLETE  LINE    | 

Of  jewelry  in  the  city  and  invite  careful  inspection  9    | 


8  Point 

EXCLUSIVE    DESIGNS   IN    PARISIAN    GOWNS;    EXPENSE    | 

Has  not  been  spared  in   making  our  showing  the  finest  123    | 


6  Point 

SILKS,   DRESS  GOODS,   LINEN  AND  WASH   GOODS,   LADIES'  AND     I 

Man's    Furnishings,   in  fact  everything  to  go  regardless  of  cost  12345     I 


34  TYPE  AND  TYPE  MEASUREMENTS  §7 


CONDENSED  GOTHIC  No.  1 


72  Point 


KIND  words  5 


60  Point 


HOMES  secured 


54  Point 


CONCERN  creators 


48  Point 


GENEROUS  invitation 

42  Point 

WE  REDEEM  pledges? 


36  Point 


QUICK  SALES  indicated  3 


§  7  TYPE  AND  TYPE  MEASUREMENTS  35 


CONDENSED  GOTHIC  No.  1 

w         

30  Point 

SUBURBAN  CAB  service  extension  | 

24  Point 

SOUTHERN  FARMS  offer  safe  investments  | 

18  Point 

AMUSEMENT  FOR  CHILDREN  and  grown-up  children  | 


14  Point 

WE  MANUFACTURE  AND  INSTALL  WIRELESS  APPARATUS  | 

Resolve  yourself  into  a  committee  of  one  and  investigate  us  | 

12  Point 

HEADLINES  SHOULD  BE  STRIKING,  SENSIBLE,  PITHY,  AND  STRONG  | 

This  style  of  type  is  effective  when  the  demands  of  economy  are  insistent  | 

10  Point 

WE  ARE  INAUGURATING  A  HISTORY-MAKING  SALE  OF  HOUSEHOLD  FURNISHINGS  | 

Extraordinary  reduction  in  prices  affecting  an  unlimited  variety  of  staple  wares  $  | 

8  Point 

QUALITY  AND  STYLE  ARE  A  HAPPY  COMBINATION,  ESPECIALLY  WHEN  APPLIED  TO  CLOTHING  | 

Quality— that's  mainly  in  the  fabric;  style— that's  in  the  making,  and  it's  the  proof  of  ability  f 

6  Point 

ONCE  IN  A  GREAT  WHILE  WE  TELL  YOU  THAT  WE  ARE  GOING  TO  DO  SOMETHING  OUT  OF  THE  ORDINARY  | 

Past  experience  has  demonstrated  that  when  we  make  a  special  announcement  "there  s  somethin'  doin' "  I 


TYPE  AND  TYPE  MEASUREMENTS  §7 


GOTHIC  No.  8 

72  Point 


I N  sets 


60  Point 


BIG  lot! 


64  Point 


INK  well 


48  Point 


FIRE  sale 


42  Point 


MINE  shaft 


36  Point 


GRASS  seed! 


TYPE  AND  TYPE  MEASUREMENTS  37 


GOTHIC  No.  8 

w         

30  Point 

RUBBER  collars) 

24  Point 

FINE  SHOES  for  men  | 

18  Point 

WAR  NEWS  from  the  East  | 

U  Point 

ENTERPRISING  manufacturers  $  | 

12  Point 

UNLIMITED  CAPITAL  for  investments  8  | 

10  Point 

SERIES  OF  NOVEL  ATHLETIC  CONTESTS  $   | 
Handsome  prizes  for  successful  competitors   I 

9  Point 

YOU  NEED  MORE  LIFE  IN  YOUR  BUSINESS  $35    | 

Advertise  and  let  people  know  you  are  in  business   | 

8  Point 

THERE  ARE  UPS  AND  DOWNS  IN  MOST  EVERY  BUSINESS    | 

Atlas  Elevators  reduce  anxiety  attendant  upon  ups  and  downs    | 

6  Point 

THERE  ARE   REPORTS  OF  ANXIETY  AMONG  OUR  COMPETITORS  $98.20     I 

Constant  Imitation  of  our  products  is  proof  positive  of  their  superiority  $87     I 

5  Point 

WE  HAVE  A  PLAN  THAT  PLACES  A  COMFORTABLE  HOME  WITHIN  EVERY  ONE'S  REACH       I 
Sand  lor  our  new  Illustrated  book   describing  our  growing    addition   to    Sycamore   Borough      I 

204-21 


38  TYPE  AND  TYPE  MEASUREMENTS  §7 


LINING  DE  VINNE  No.  2 

ICAN  TYPE  FOUNDERS  CO. 


72  Point 


Box  Lid 


60  Point 


Red  Hats 


54  Point 


New  Style 


48  Point 


Onyx  Table 


42  Point 


Nice  Bracelet) 


36  Point 


Gorgeous  Cloth 


§7  TYPE  AND  TYPE  MEASUREMENTS  39 

LINING  DE  VINNE  No.  2 

AMERICAN  TYPE  FOUNDERS  CO. 

30  Point 

FINE  NECKWEAR 
In  different  designs 

24  Point 

HANDSOME  JACKETS] 
Made  of  mixed  cheviots  j 

18  Point 

MEN'S  FURNISHING  STORE  | 
Full  line  of  neckties  1234567890  | 

14  Point 

CLEARING  SALE  OF  RED  TURBANS  | 
Many  good  designs  among  these  hats  | 

12  Point 

GREAT  COLLECTION  OF  SAMPLE  SHOES  | 
Tremendous  reduction  recently  inaugurated  | 

10  Point 

MID=WINTER  SALE  OF  FINE  MUSICAL  INSTRUMENTS  | 

Endless  variety  of  phonograph  records  and  sheet  music  | 

8  Point  7  Point 

DURABLE  UNDERCLOTHING   |      CHOICE  HEMSTITCHED  SCARFS   | 

Call  and  inspect  our  big  stock  |      Many  splendid  patterns  submitted   | 

6  Point  5i  Point 

PROFESSOR  DUMONT'S  POWDERS    I        SPLENDID  MAHOGANY  ICEBOXES    I 

Excellent  for  chapped  hands  and  face    I       Lined  throughout  with  white 


40  TYPE  AND  TYPE  MEASUREMENTS  §7 


LINING  DE  VINNE  CONDENSED  No.  2 

AMERICAN  TYPE  FOUNDERS  CO. 

72  Point 

Hat  Band 


60  Point 


Corset  Box 


54  Point 


Metal  Prices 


48  Point 


Quick  Service  | 


42  Point 


Realty  Bargains 


36  Point 


Machinery  Builder  | 


§7  TYPE  AND  TYPE  MEASUREMENTS  41 

LINING  DE  VINNE  CONDENSED  No.  2 

30  Point 

THE  GERMAN  STORE 
Leaders  in  merchandise 


24  Point 


PROPER  SPRING  CLOTHING  | 
Extraordinary  announcement  | 

18  Point 

DELIGHTFUL  CREATIONS  OFFERED  | 
New  goods  at  small  prices  1234567890  | 

14  Point 

FINE  LINE  OF  LITHOGRAPHED  STATIONERY  | 
Splendid  specimens  showing  commercial  work  j 

12  Point 

PRINTING  REPORTS  FILED  WITH  SECRETARY  CRAFT  | 
Review  of  the  statistics  shows  wonderful  development  | 

10  Point 

COMPLETE  ARCHITECTURAL  DESIGNS  COPIED  AT  MINIMUM  PRICES  | 

Competent  draughtsmen  combine  to  lessen  cost  of  original  drawings  | 

8  Point     '  6  Point 

READY-MADE  CLOTHING  EXHIBITS    |       PATENT  EXTENSION  DESKS  AT  HALF  PRICE    I 

New  Styles  create  favorable  opinions    |       Office  furniture  and  supplies  at  a  biz  reduction    I 


42  TYPE  AND  TYPE  MEASUREMENTS  §7 


UINHVQ  DBVIIVNE  EXTENDED  No.  2 

AMERICAN  TYPE  FOUNDERS  CO. 

72  Point 

Clock 


60  Point 


Big  Hit 


48  Point 


Nice  Pin 


42  Point 


PIG  IRON 
Best  kind 

36  Point 

FINE  DISH 
China  cups 


§7  TYPE  AND  TYPE  MEASUREMENTS  43 


LINING   DBVIIVIVe   EXTENDED  No.  3 

30  Point 

KID  GLOVES 
Stylish  colors 


24  Point 


EASTER  CARDS  | 
Great  conception) 

18  Point 

HIGrI=GRADE  CLOTH  | 
Patterns  12345678QO  | 

14  Point 

SPRUNG  DRESS  GOODS  | 
Fashionable  Picture  Hats  | 

12  Point 

GRBAT  BICVCUB  EXHIBITION  | 
All  the  latest  models  displayed  | 

10  Point 

BARGAINS   IIV   AUTOMOBILrB    ROBES  | 

Liberal  vtiri^ty  of  styles  to  choose  from  | 

8  Point  6  Point 

IVOBBY    CUOTHIIVQ  |      EUEOAIVT  SIUK  ROBES  I 
real  nice    |       IVeat  effects  from  abiroad    I 


44  TYPE  AND  TYPE  MEASUREMENTS  § 

Lining  Quentell  No.  2 

72  Point 

Meat  Suit 


60  Point 


Gold  Rings 


54  Point 


Silver  Knife 


48  Point 


Rare  Jewelry 


42  Point 


Choicest  Gems| 


36  Point 


Bronze  Ornament  | 


§  7  TYPE  AND  TYPE  MEASUREMENTS  45 

Lining  Quentell  No.  2 

AMERICAN  TYPE  FOUNDERS  CO,  ^^^_^__ 

30  Point 

HANDSOME  FOULARDS 
Magnificent  Creations 

24  Point 

FASHIONABLE  BROADCLOTH) 
European  markets  depleted  j 

18  Point 

EXTRAORDINARY  CARPET  BARGAINS  | 
Tremendous  sacrifice  1234567890  j 

14  Point 

GRAND  DISPLAY  OF  SIMMER  DRESS  GOODS  | 
Now  on  exhibition  in  our  sumptuous  arcade  j 

12  Point 

EXCELLENT  OPPORTUNITY  FOR  MUSICAL  SCHOLARS  | 
High-grade  pianos  at  prices  that  defy  competition  | 

10  Point 

SPLENDID  ASSORTMENT  OF  CHARMINGLY  COLORED  HOUSE  GOWNS  | 

Soft  and  clinging  garments  made  in  all  the  fashionable  shapes  | 

8  Point  6  Point 

WORSTEDS  AND  NOVELTY  FABRICS  |      CHOICE  PANAMA  CLOTHS  IN  PLAIN  COLORS  I 

Myriads  pf  strong  and  neat  Styles  |       Attractiveness  and  durability  combined    I 


46  TYPE  AND  TYPE  MEASUREMENTS  §  7 

"Post"  Oldstyle  Roman  No.  1 
72  Point 

Job  Lot 


60  Point 


Gold  Pin 


54  Point 


Pearl  Box 


48  Point 


New  Stock  | 


42  Point 


Lower  Price 


36  Point 


Grand  Barg'ain 


§7  TYPE  AND  TYPE  MEASUREMENTS  47 

"Post"  Oldstyle  Roman  No.  1 

30  Point 

SUPERB  LAMPS 

The  durable  Kind 


24  Point 


EASTER  APPAREL  | 

FasHionable  overcoat  | 

18  Point 

SILVER  SALT-CELLARS  | 
Neat  Designs  123456789O  | 

14  Point 

GOLD  TOOTHPICK  HOLDERS  | 
Ornamental  and  \isef\il  souvenirs  | 

12  Point 

LARGE  COLLECTION  OF  ANTIQUES  | 
Handsome  olive  dishes  and  celery  trays  | 

10  Point 

DRESSY  GARMENTS  FOR  THE  SPRING  | 
Made  in  all  tKe  different  styles  and  lengtHs  | 

8  Point  6  Point 

KITCHEN  FURNITURE:  |     HANDSOME  SIDEBOARD  i 

Now    selling    at   half   price     |        Lined  with  galvanized  metal     I 


48  TYPE  AND  TYPE  MEASUREMENTS  §7 


"Post**  Old  style  Roman  No.  2 

AMERICAN  TYPE  FOUNDERS  CO. 

72  Point 

Cloak 


60  Point 


Red  Tie 


54  Point 


Nut  Coal 


48  Point 


DisK  Pans 


42  Point 


Hair  Comb 


36  Point 


Enamel  Shoe 


TYPE  AND  TYPE  MEASUREMENTS  49 

"Post**  Oldstyle  Roman  No.  2 


30  Point 


JEWEL  BOXES 


24  Point 


DURABLE  SOCKS  | 
CHoice  Underwear) 

18  Point 

SPLENDID  NOVELTIES  | 
Candy  Toys  123456789O  | 

14  Point 

ENORMOUS  ASSORTMENT  | 
Women's  four -butt  on  gloves  | 

12  Point 

USEFUL  PRESERVING  KETTLES  | 
Convenient  article  for  tKe  kitchen  j 

10  Point 

FINE  LEATHER  DRESS-SUIT  CASE  I 
TKe  real  thing  for  summer  vacations  | 

8  Point  6  Point 

FOREIGN  PICTURES    |      SERVICEABLE  FRAMES  I 
Great  COlor  blending    |       Very  artistic  conceptions  I 


50  TYPE  AND  TYPE  MEASUREMENTS  §7 

"POST  "CONDENSED 

72  Point 

Red  Sleds 


60  Point 


Quaint  Silk 


54  Point 


Kimo  Corsetj 


48  Point 


Elegant  Clock  | 


42  Point 


Pure  Irish  Linen) 


36  Point 


Nice  Color  Designs 


§  7  TYPE  AND  TYPE  MEASUREMENTS  51 

"POST"  CONDENSED 

AMERICAN  TYPE  FOUNDERS  CO. 

30  Point 

SPLENDID  RAIMENT 
Made  from  lisle  thread 


24  Point 


OUR  NEW  DEPARTMENT  | 
Store  will  open  next  week  j 

18  Point 

TEN  TAPESTRY  COUCH-COVERS  | 
Only  one  to  a  patron  1234567890  j 

14  Point 

REDINGTOM  PHONOGRAPH  MACHINES  | 
Sixteen  different  records  given  away  free  j 

12  Point 

CHOICE  BARGAINS  IN  HIGH-GRADE  BICYCLES  | 
Motor  attachments  will  be  furnished  if  desired  j 

10  Poiqt 

RELIABLE  HOUSE  FURNISHINGS  FOR  SALE  HERE  | 
Our  best  and  only  guarantee  is  our  Known  reputation  | 

8  Point  6  Point 

EXCELLENT  SUMMER  GOWNS   |      MAGNIFICENT  SPRING  OVERCOATS   I 

Just  the  thing  for  warm  days   |      Finest  material  used  in  these  good*   I 


52  TYPE  AND  TYPE  MEASUREMENTS  §7 

"Post"  Old  style  Italic 

AMERICAN  TYPE  FOUNDERS  CO. 

60  Point 

UNIQUE 
Hair  Pins 


48  Point 


NICE  ROBE 

Curious  Style 

36  Point 

WHITE  SrfTIN 
Neatly  fashioned 


30  Point 


MODEL  BICYCLE 

Delightful  machine 


§7  TYPE  AND  TYPE  MEASUREMENTS  53 

"Post"  Oldstyle  Italic 


AMERICAN  T 

24  Point 


TOILET  NOVELTIES} 
Quaint  celluloid  articles  \ 

18  Point 

DELICIOUS  FRUIT  CANDY \ 
Choice  ingredients  1234567890  \ 

14  Point 

SPLENDID  FRENCH  LINGERIE  \ 
Large  collection  of  stunning  waists  \ 

12  Point 

MODERATE  PRICED  UNDERGARMENT  \ 
Bright  and  stylish  effects  in  ladies'  hosiery  \ 


10  Point 

WONDERFUL  VARIETY  OF  TAFFETA  SUITS  | 
Numerous  designs  taken  from  our  foreign  models  \ 


8  Point 

THE  LATEST  FASHIONS  IN  EASTER  HABERDASHERY 

A  bewildering  assortment  of  charmingly  colored  neckties 


6  Point 

OUR  MEDIUM  LENGTH  OVERCOATS  IN  CONSERVATIVE  SHADES 
Made  in  a  manner  that  compels  the  admiration  of  the  most  exacting 

204—22 


54  TYPE  AND  TYPE  MEASUREMENTS  §7 


ROYCROFT 

AMERICAN  TYPE  FOUNDERS  CO. 

72  Point 

Rare  Silk 


60  Point 


Neat  China 


48  Point 


GRAND  BED 
White  design 


42  Point 


BEST  MUSLIN 
Quaint  material 


§  7  TYPE  AND  TYPE  MEASUREMENTS*  55 

ROYCROFT 


AMERICAN  TYPE  FOUNDERS  CO. 

36  Point 


PARLOR  CHAIR 
Oriental  furniture 


30  Point 


EASTER  FLOWERS 
A  beautiful  exhibition 


24  Point 


PLEASING  MILLINERY  | 
Gorgeous  spring  bonnets  j 

18  Point 

DAINTY  SUMMER  RAIMENT  | 
European  creation  1234567890  j 

12  Point 

BIG  REDUCTIONS  IN  TAILOR-MADE  SUITS  | 
Excellent  opportunity  to  secure  stylish  clothing  j 

10  Point 

SOME  SERVICEABLE  TRAVELING  REQUISITES  I 
Combination  wardrobe  trunks  and  leather  suit  cases  I 

8  Point 

MAGNIFICENT  ASSORTMENT  OF  EMBROIDERED  KERCHIEFS  | 

Their  marvelous  charm  and  spring-like  beauty  are  simply  bewitching  | 


56  «TYPE  AND  TYPE  MEASUREMENTS  §  7 

HEARST 

72  Point 

NO  tin 


60  Point 


HIS  fad 


48  Point 


RED  men 


36  Point 


CORN  breads 


30  Point 


BRAND  sixteen  | 

24  Point 

BUSINESS  increased  | 


7  TYPE  AND  TYPE  MEASUREMENTS  57 


HEARST 

w        

18  Point 


SURGICAL  APPLIANCES  | 

At  greatly  reduced  prices  j 


U  Point 

DRUGS  AND  TOILET  ARTICLES  | 
Sold  at  lower  than  first  cost  10  | 


12  Point 

PHOTOGRAPHERS'  SUPPLY,  BUREAU  | 
Cameras,  flash-light  powder,  tripods,  etc.  | 


10  Point 

LATEST  STYLES  IN  MILLINERY  ART    18  | 
Sure  to  meet  the  taste  of  the  most  fastidious  | 


8  Point 

PLUMBING  AND  GAS-FITTING  PROMPTLY  EXECUTED    | 

A  perfect  sanitary  system  completes  the   modern   home    | 


6  Point 

SUCCESS  IS  NOT  INHERITED;  RATHER  THE  REWARD  OF  EFFORT     I 

Ceaseless  effort  alone  has  been  the  proud  factor  in  our  business  success    | 


58  TYPE  AND  TYPE  MEASUREMENTS  §7 


LINING  SCHCEFFER  OLDSTYLE  No  2 

AMERICAN  TYPE  FOUNDERS  CO. 

72  Point 

Plush  Coat 


60  Point 


BLUE  SKIRT 
Choice  make 


48  Point 


ETON  JACKET 
Handsome  style 

36  Point 

NICE  SUSPENDERS 
Pleasing  and  durable 


§7  TYPE  AND  TYPE  MEASUREMENTS  59 

LINING  SCHCEFFER  OLDSTYLE  No.  2 


30  Point 


NUMEROUS  BARGAINS 
Everything  for  the  home 


24  Point 


MAGNIFICENT  LONG  COAT  | 
Latest  and  most  artistic  pattern  j 

18  Point 

OUR  PARISIAN  GOWNS  ARE  SUPERB  | 
Graceful  draperies  imported  1234567890  j 

14  Point 

SPLENDID  FOREIGN  MUSLINS  AND  LINENS  | 
Exquisite  laces  which  show  the  touch  of  genius  j 

12  Point 

UNRIVALED  ASSORTMENT  OF  SPLENDID  LINOLEUMS  | 
Most  beautiful  and  bewitching  effects  in  durable  oilcloths  | 

10  Point 

DREAMY  COLLECTION  OF  HANDSOMELY  DESIGNED  MANTLES  I 

Phenomenal  display  of  beautiful  garments  which  are  simply  indescribable  | 

8  Point 

HUGE  STOCK  OF  DELIGHTFUL  HOLLAND  ROSE  BUSHES  IS  NOW  OFFERED  | 

Each  bush  is  grafted  on  a  strong,  healthy  manetti  root,  and  is  guaranteed  to  thrive  | 


60  TYPE  AND  TYPE  MEASUREMENTS  §7 

ADVER  CONDENSED 

AMERICAN  TYPE  FOUNDERS  CO. 

72  Point 

Easter  Goods 


60  Point 


WINTER  ROBES 

Delightful  color 


48  Point 


CURIOUS  BRONZES 
Pleasing  ornaments 

36  Point 

BEAUTIFUL  SIDEBOARDS 
At  greatly  reduced  prices 


§7  TYPE  AND  TYPE  MEASUREMENTS  61 

ADVER  CONDENSED 

30  Point 

CHEAP  AXMINSTER  CARPETS 
Splendid  array  of  neat  designs 

24  Point 

SOME  NEW  CONCEITS  IN  BUCKLES  | 
Latest  and  most  stunning  novelties  j 

18  Point 

A  NICE  LOT  OF  CHOICE  SATIN  FOULARDS  | 
Printed  on  ground  of  navy  blue  1234567890  j 

14  Point 

AN  ASSEMBLAGE  OF  WOMEN'S  SUITS  AND  COATS  | 
Charming  and  interesting  display  of  fine  raiments  j 

12  Point 

MISCELLANEOUS  COLLECTION  OF  GLASSWARE  AND  CUTLERY  | 
Large  line  of  dining-room  requisites  to  be  disposed  of  cheap  j 

10  Point 

MEN'S  SAMPLE  SHOES  AT  PRICES  THAT  ARE  TRULY  REMARKABLE  | 
Fastidious  young  men  will  find  many  exclusive  patterns  to  select  from  j 

8  Point 

THE  SWEET-TONED  MARKSON  PIANOS  WILL  ADVANCE  IN  PRICE  EARLY  NEXT  WEEK  | 

These  fine  instruments  have  always  been  noted  for  their  wonderful  artistic  qualities  | 


62  TYPE  AND  TYPE  MEASUREMENTS  §7 


ADTYPE 

AMERICAN  TYPE  FOUNDERS  CO. 

72  Point 


Silk  Ties 


60  Point 


Fine  Color  | 


48  Point 


Quaint  Mode 


42  Point 


RARE  GOODS 
Highest  values 

36  Point 

MODERN  STYLE 

Choicest  patterns 


§7  TYPE  AND  TYPE  MEASUREMENTS  63 


ADTYPE 

AMERICAN  TYPE   FOUNDERS  CO 

30  Point 


BATHING  POWDER 

Soothing  preparation 


24  Point 


DELIGHTFUL  PERFUME  | 

Refreshing  toilet  articles  j 

18  Point 

PUREST  INGREDIENTS  USED  | 
Antiseptic  soaps  1234567890 1 

14  Point 

MARSDEN'S  PARISIAN.  TOOTHWASH  | 
Whitens  the  enamel  and  prevents  decay  | 

12  Point 

SPLENDIDLY  ORNAMENTED  HAIRBRUSHES  | 
Neat  and  convenient  souvenirs  for  the  boudoir  | 

10  Point 

HEALTHFUL  AND  SPARKLING  SUMMER  DRINKS  | 
Made  in  tablet  form  for  the  convenience  of  tourists  | 


8  Point  6  Point 

NEATLY  CARVED  STATUARY    |       DELICIOUS  BONBONS  AND  CANDIES   I 

Beautiful  images  now  exhibited  |     Exquisite  confections  on  second  floor  I 


64  TYPE  AND  TYPE  MEASUREMENTS  §7 


LINING  ARLINGTON  OLDSTYLE  No.  2 

>^^____^_  AMERICAN  TYPE  FOUNDERS  CO. 

72  Point 

GRADES 

Nice  size 


60  Point 


SPECIALS 

BlacK  tape 


48  Point 


LIGHT  COLOR 
Fine  materials 


§7  TYPE  AND  TYPE  MEASUREMENTS  65 

LINING  ARLINGTON  OLDSTYLE  No.  2 

AMERICAN  TYPE  FOUNDERS  CO. 

BRIGHT  CARPETS 
Fashionable  design 


30  Point 


MODERN  FURNITURE 
Neat  lounging  couches 


24  Point 


WHOLESALE  REDUCTIONS  | 
Elegant  chance  for  bargains  | 

18  Point 

FINE  SILVERWARE  ASSORTMENT  | 
Sideboards  and  tables  fully  supplied  | 

12  Point 

EXCELLENT  DRESS  ROBES  AND  MILLINERY  GOODS  | 
Remarkable  in  design  and  very  best  of  workmanship  | 


TYPE  AND  TYPE  MEASUREMENTS  §7 

LINING  JENSON  OLDSTYLE  No.  2 

AMERICAN  TYPE  FOUNDERS  CO. 


72  Point 


Polka  Dots 


60  Point 


Sugar  Bowl 


54  Point 


Outing  Goods  | 


4S  Point 


Reclining  Chair  | 


42  Point 


Agate  Hardware) 


§7  TYPE  AND  TYPE  MEASUREMENTS  67 

LINING  JENSON  OLDSTYLE  No.  2 


AMERICAN  TYPE  FOUNDERS  i 

36  Point 


RUBBER  SHOES 

We  have  every  size 


30  Point 


BEDROOM  SHADES 
Also  for  the  dining  room 


24  Point 


OTTOMAN  TAPESTRY  | 

From  the  home  of  the  Turks  | 

18  Point 

SILVER-PLATED  FRUIT  TRAY  | 
Fruit  and  berry  dishes  in  blue  and  pink  | 

14  Point 

HOOKS  AND  EYES  FOR  TRADERS  | 
Spring  catalogue  mailed  free  to  dealers  only  | 

12  Point 

GUTERPUPS  LATEST  DRESS  PATTERNS  | 
No  money  required  to  earn  a  twentieth  century  dress  | 


68  TYPE  AND  TYPE  MEASUREMENTS  §7 

LINING  JENSON  ITALIC  No.  2 


AMERICAN  TYPE  FOUNDERS  CO. 

36  Point 


CUTLERYSTORE 

Superior  steel  goods 


30  Point 


NEW  SONG  FOLIOS 
In  our  music  department 


24  Point 


SPRING  VRESS  GOODS} 
From  leading  foreign  makers  \ 

18  Point 

PILLOW-CASES  AND  BEDDING  \ 
The  best  that  a  medium  price  will  buy  \ 

12.  Point 

READY  TO  WEAR  CUSTOM-MADE  SHIRTS  \ 
Latest  fashion  cut;  truly  and  systematically  finished  | 


§  7  TYPE  AND  TYPE  MEASUREMENTS  09 

CASLON  OLD  STYLE  ITALIC 


42  Point 


THOSE  writing 

36  Point 

SHORT  &  stubby\ 

30  Point 

PRESENT  document  \ 

24  Point 

T>USTLESS  method  used\ 

20  Point 

CONTINUED  his  long  march  \ 

18  Point 

FORTUNES  ARE  NOW  LEFT  \ 
To  many  unlawful  heirs  $1234567890  \ 

14  Point 

The  PRESENT-DAY  two-revolution  press  \ 

12  Point 

RIGID  BASES  TO  GET  full  value  of  impression  \ 

10  Point 

THE  MECHANISMS  of  ALL  new  rifles  are  simple  and  strong  \ 

8  Point 

OUR  PRICES  ARE  THE  LOWEST,  and  goods  are  strictly  in  compliance  \ 

6  Point 

THE  MAN  WHO  NEVER  SEES  YOU  MUST  judge  you  by  your  ttationerj,  jour  catalog  and  tht    | 

•204-23 


70  TYPE  AND  TYPE  MEASUREMENTS  §7 

CASLON  OLD  STYLE 
72  Point 

IN  tune! 


54  Point 


ICE  cold? 


42  Point 


RUSH  orders 


36  Point 


GRAND  events 


30  Point 


MEDIUM  exposed  | 

24  Point 

EXCLUSIVE  wearables!  | 


TYPE  AND  TYPE  MEASUREMENTS  71 

CASLON  OLD  STYLE 


20  Point 


TEMPTING   DELICACIES  | 

Bakers  to  the  fastidious  $872  | 


18  Point 


SEASONABLE  OPERETTAS!  | 
Midsummer  musical  refreshment  | 

16  Point 

CLEVER  IDEAS  EVOLVED  3  | 
Wonder  workers  for  advertisers  6  | 

U  Point 

COTTAGES  FOR  THE  MULTITUDE  | 
Liberal  inducements  to  real-estate  investors  | 

12  Point 

"DOWN  AT  PRICES  THAT  ARE  DOWN"  | 
Is  oddly  applicable  to  our  swan's  down  pillow  sale  | 

10  Point 

FASHIONABLE  OUTFITS  FOR  SMART  DRESSERS   | 
There  is  a  touch  of  perfection  in  our  tailoring  that  foils  criticism    | 

8  Point 

UP-HILL  WORK  MAY  BE  DELIGHTFULLY  ACCOMPLISHED    | 

With  our  improved  model  Twentieth  Century  Hill-Climbing  Automobiles    | 

6  Point 

'TIS  A  FEAT  TO  FIT  FEET  AND,  DONE  SUCCESSFULLY,  'TIS  A  FETE  TO  TENDER  FEET     I 
Our  enviable  reputation  as  successful  shoe  makers  is  due  to  our  ability  to  fit  all  kinds  of  feet     I 


72  TYPE  AND  TYPE  MEASUREMENTS  §7 

CASLON  BOLD  SERIES 

J2  Point 

Dismal 


60  Point 


Send  ME 


54  Point 


ON  Trial| 

48  Point 

Foire  SILK 

42  Point 

RAIN  Proof  | 

36  Point 

Freakish  IDEA  | 

go  Point 

SPRING  Revision  | 


TYPE  AND  TYPE  MEASUREMENTS  73 

CASLON  BOLD  SERIES 

F-^y 

w          

24  Point 

CORRESPONDENCE  | 
Course  in  Advertising) 

18  Point 

TALENT  IN  THE  ROUGH  | 
Salary  $1234567890  Weekly  | 

14  Point 

MAGAZINES  AND  NEWSPAPERS  | 
Demand  strong,  clear  cut  display  type  | 

12  Point 

PORTRAIT  PAINTERS  GO  ON  A  PICNIC  | 
A  mixture  of  long  hair,  sienna  and  sandwiches  | 

10  Point 

INCREASING  DEMAND  FOR  SHORT  STORIES 
Lengthy,  voluminous  novels  are  becoming  obsolete 

9  Point 

THE  PACIFICATION  OF  THE  PHILIPPINE  ISLANDS 

Our  method  of  injecting  civilization  with  a  Mauser  rifle 

8  Point 

THIS  LAND  OF  EQUALITY  WHERE  WE  PAY  $10,000  FOR 

Pet  dogs  and  20  cents  to  a  poor  woman  for  making  a  dozen  shirts 

6  Point 

THE  DISTINCTIVE  CHARACTERISTICS  OF  OUR  PRESIDENTS  ARE    I 

A  reflex  of  the  trend  of  public  thought  existing  during  their  respective  terms    I 

5  Point 

WAR  PRODUCES  GREAT  GENERALS;  COMMERCIAL  ERAS  MAKE  FINANCIAL  GIANTS     | 
Certain  conditions  produce  men  capable  of  handling  any  crisis  occasioned  by  those  conditions     I 


74  TYPE  AND  TYPE  MEASUREMENTS  §7 


CASLON  BOLD  ITALIC 


60  Point 


Montael 


54  Point 


IN  Berlin 


48  Point 


Sends  AID\ 


42  Point 


FOR  Russia] 

36  Point 

Cruisers  SAIL\ 

30  Point 

FROM  Cronstadt\ 

24  Point 

Destination  SECRET\ 


§7  TYPE  AND  TYPE  MEASUREMENTS  75 


CASLON  BOLD  ITALIC 


1 8  Point 

INVASION  OF  THIBET  \ 
With  1234567890  Soldiers  \ 

.14  Point 

FAMOUS  LONLAI  TAPESTRIES  \ 
From  the  land  of  the  Grand  Llama  \ 

12  Point 

EACH  REPRESENTS  THE  LIFE  WORK  | 
Of  several  patient,  skillful  Oriental  weavers  \ 

10  Point 

WE  SHOW  OTHER  THIBETAN  NOVELTIES  \ 
And  souvenirs,  all  with  quaint  native  decorations  \ 

9  Point 

ST.  GALL  EMBROIDERIES  AT  A  THIRD  BELOW  | 

Regular  prices.     Sample  strips  of  edging  and  insertions  | 

8  Point 

ANOTHER  NEW  EFFECT  IS  DOUBLE  WIDTH  BATISTE  | 

With  embroidery  in  centre,  intended  for  fancy  white  waists  \ 

6  Point 

OUR  PIANO  DISPLAY  IS  THE  FINEST  WE  HAVE  EVER  SHOWN   I 

You  are  invited  to  Inspect  these  magnificent  instruments.     Daily  concerts    I 

5  Point 

STEEL  STUDDED  BELTS  AND  GIRDLES  FROM  PARIS  ARRIVED   YESTERDAY    | 
They  are  beyond  a  doubt  the  most  novel  and  exclusive  belts  of  the  season.    Second  floor,  west     | 


76  TYPE  AND  TYPE  MEASUREMENTS  §7 

CASLON  BOLD  CONDENSED  SERIES 

96  Point 

Studies 


84  Point 


Clothier 


72  Point 


Holds  ON 


60  Point 


FINE  China 


54  Point 


Export  SILKI 


§  7  TYPE  AND  TYPE  MEASUREMENTS  77 


CASLON  BOLD  CONDENSED  SERIES 


48  Point 


Winter  SUITS 


42  Point 


SALE  of  Clothes  | 

36  Point 

Fashionable  SHOES  | 

30  Point 

SPRING  Hat  Reduction  | 

24  Point 

A  Great  Sale  of  FURNITURE  | 


18  Point  14 

TURKISH  RUGS  |  SUMMER  DRESSES  | 

Reduced  in  Price  |  White  ****  Waists  I 

12  Point  10  Point 

PIANOS  AND  ORGANS  |  FANCY  LEATHER  GOODS  | 

The  finest  tone  and  finish  |  Pocketbooks  and  Card  Cases  | 

8  Point  6  p0int 

CfflNAWARE  AND  GLASSWARE    |  STYLISH  PETTICOATS  MADE  OF  SILK    I 

Both  imported  and  domestic  goods    |  Simply  meeting  the  demand  for  underskirts    I 


.78  TYPE  AND  TYPE  MEASUREMENTS  §7 


Cloister  Pack 

AMERICAN  TYPE  FOUNDERS  CO. 

72  Point 


es*t  Calf 


60  Point 


42  Point 


^otmbjfbottoear 
Cfjotcost  material 


36  Point 


Heatfjer  ^ocfeetftoofe 
Eemarfeable  nobeltp 


§7  TYPE  AND  TYPE  MEASUREMENTS  79 


Cloister  JBlacfe 

18  CO 


30  Point 


PeauttM  Cotlet  Article* 
Jleatlp  ornamenteb  clock* 


?Hnexcelle&  Patfjing  ^ototrers;  | 
Beligljtfullp  refreshing  lotion  | 

18  Point 

Artistic  -picture  |§onnet£  for  Cljtlbrcn  | 
Collection  of  fancp  ijatsi  1234567890  1 

14  Point 

JWarbelous(  ^oubtnto  Jitrect  Jfrom  tfje  ©rtent  | 
Cfmrmeb  amuietss  anb  manp  otfjer  trmfcete  tree  | 

12  Point 

8  ^fjenomenal  drrmmpfi  m  JWotiern  Cigarette  jUafeing  | 
ZDtscrtmiuatins  crtttcs  appreciate  tijctr  bcligijtful  (labor  j 

10  Point 

Annual  €xf)tl>ition  of  {Tropical  jflotoers;  nnb  plants;  | 
experts  a£  tfje  reason's  greatest  client  j 


8  Point  6  Point 


m  3Tapanrfie  Vasc^   |      man?  ilttu  ZJesigns  in  axminstcr  Carptts   I 
an  enbU««  assortment  of  fancp  tfjina  |      ®te*e  pattern*  are  ton8rt>ereH  ber?  HeafcaWe  I 


80  TYPE  AND  TYPE  MEASUREMENTS  §7 


POWELL  SERIES 


72  Point 


Decided 


60  Point 


IN  Mirth 


48  Point 


Sable  FURS 


36  Point 


DINNER  SETS 
Haviland  China 


30  Point 


GUENDJI  RUGS 
Exquisite  Colorings 


§7  TYPE  AND  TYPE  MEASUREMENTS  81 


POWELL  SERIES 


24  Point 


ACETYLENE  LAMP  | 
The  purest,  whitest  light  | 

iS  Point 

NEW  AUTUMN  FABRICS  | 
We  show  1234567890  patterns  | 

ARTISTIC  IDEAS  IN  CERAMICS  | 
The  latest  output  of  the  Volknar  kilns  | 

12  Point 

EXHIBITION  OF  ANCIENT  POTTERY  | 
Wine  jars  excavated  from  the  site  of  Babylon  | 

10  Point 

SOME  STAMPED  WITH  ROYAL  INSIGNIA  | 
Progressive  examples  from  ancients  to  modern  times  | 

8  Point 

AN   IMITATION   OF  PETRONIOUS'  PHYRREAN   VASE    | 

The  classic  style  and  beauty  of  -which  has  never  since  been  equalled    | 

6  Point 

THE  FORMULA  FOR  FLEXIBLE  GLASS  WAS  LOST  CENTURIES  AGO    I 

The  formula  for  living  6OO  or  8OO  years,  like  Methusela,  seems  also  to  have  been  lost    I 


82  TYPE  AND  TYPE  MEASUREMENTS  §7 

LAUREATE  SERIES 
72  Point 

IN  Style 


60  Point 


Hair  PIN 


48  Point 


FUR  Cloaks 


36  Point 


UNION  MADE 
Sewed  with  silk 


30  Point 


LAUREATE  %  FACE 
Universal  line  system 


§7  TYPE  AND  TYPE  MEASUREMENTS  83 


LAUREATE  SERIES 


24.  Point 


MEDIUM  AD.  TYPES  | 
Department  store  news  | 

18  Point 

UTILIZE  SPARE  MOMENTS  | 
Time  for  play  and  time  for  work  | 

14  Point 

NEW  DRESS  AND  WALKING  SUITS  | 
Collarless,  with  military  shoulder  capes  | 

12  Point 

PURE  IRISH  LINEN,  EXCELLENT  QUALITY  | 
Finely  finished,  for  shirtwaist  suits;  extra  values  | 

jo  Point 

SPECIAL  BARGAINS  IN  WOMEN'S  PETTICOATS  | 
New  washable  petticoats,  full  flare,  with  ruffles,  tucked  | 

8  Point 

"CLOTHING  TO  BE  SMART  MUST  BE  MADE  TO   ORDER"  | 

Needless  to  say  the  tailoring  is  good ;  clothing  sets  well ;  retains  its  shape   | 

6  Point 

YOUR  CHOICE  OF  A  VARIETY  OF  COLORINGS  AND  WEAVES  AND    I 

All  the  newest  patterns  just  from  the  mills.    We  direct  special  attention  to  our  fabrics    I 


84  TYPE  AND  TYPE  MEASUREMENTS  §7 


JOHN  HANCOCK 


72  Point 


TO-Day 


60  Point 


New  FIT 


48  Point 


RUG  Sales 


42  Point 


Prices  LOW  | 


j<5  Point 


REAR  Admiral) 

jo  Point 

Point  Set  LETTER  | 


§  7  TYPE  AND  TYPE  MEASUREMENTS  85 


JOHN  HANCOCK 


24  Point 


NEW  SPRING  GOWNS  | 
Matchless  as  to  style) 

18  Point 

IMPORTED  DRESS  LININGS  | 
Our  prices  are  your  saving  | 

14  Point 

JOHN  HANCOCK  A  STRIKING  TYPE  | 
Universal  line  made  of  nickel-alloy  | 

12  Point 

IT  IS  NOT  THE  WRITING  THAT  COUNTS  | 
So  much  as  that  which  is  written  about  | 

10  Point 

IF  AN  ADVERTISER  HAS  A  MESSAGE  TO  BE  | 
Delivered  he  uses  cold  type  to  do  the  work  | 

8  Point 

ADVERTISING  WILL  SELL  ANYTHING  THAT  OUGHT  TO  | 

Be  sold;  that  Is  a  broad  statement,  nevertheless  true  | 

6  Point 

THE  AMOUNT  OF  MONEY  A  MAN  SHOULD  SPEND  IN  ADVERTISING    I 

Depends  very  largely  upon  how  much  business  he  is  prepared  to  do    I 

204—24 


86  TYPE  AND  TYPE  MEASUREMENTS  §7 

JOHN  HANCOCK  CONDENSED 


72  Point 


SHOE  Sale 


60  Point 


Oxford  TIES 


48  Point 


HEEL  Cushions  | 


42  Point 


Summer  SPORTS 


36  Point 


REGATTA  at  Chester 


jo  Point 


Cambridge  is  VICTORIOUS  | 


TYPE  AND  TYPE  MEASUREMENTS 


JOHN  HANCOCK  CONDENSED 


24  Point 


ELECTRICAL  TRANSPORTATION  | 
Is  still  an  undeveloped  service  | 

18  Point 

WONDERFUL  ADVANCES  BEING  MADE  | 
From  New  York  1234567890  leagues  to  j 

14  Point 

THE  RELATIONSHIP  OF  ELECTRICITY  AND  LIFE  | 
A  mysterious  connection  that  remains  unsolved  | 

12  Point 

THE  HELD  FOR  ADVERTISEMENT  WRITERS  UNLIMITED  | 
A  profession  that  has  attained  considerable  importance  | 

10  Point 

THE  PRESENT  AGE  IS  AN  ERA  OF  PICTURES  AND  ILLUSTRATIONS  | 
From  daily  papers  to  editions  de  luxe,  everything  is  pictured  | 

8  Point 

PICTURES  OF  BULLS,  BALLET  GIRLS  AND  WHISKEY  BOTTLES  EMBELLISH  OUR  | 

Landscapes;  even  the  food  you  eat  is  illustrated  in  colors  on  the  trolley  car  walls  | 

6  Point 

A  RECENTLY  DISCOVERED  METHOD  OF  PHOTOGRAPHY,  WHICH  PRODUCES  PRINTS  IN    | 

The  natural  colors,  opens  up  possibilities  of  stlU  further  achievement  in  the  illustrative  line    | 


88  TYPE  AND  TYPE  MEASUREMENTS  §7 


JOHN  HANCOCK  EXTENDED 


60  Point 


48  Point 


Blown 


42  Point 


36  Point 


30  Point 


TYPE  AND  TYPE  MEASUREMENTS  89 


JOHN  HANCOCK  EXTENDED 


24  Point 


CONDITIONS! 
Still  the  same  I 

MONEY  SCARCE  | 
Sale  $1234367890 

14  Point 

SHIF*]Vf  EIXJXS  OK  GOLD  | 
Helps  financial  tension  | 

12  Point 

OUR   MERCHANT  MARINE  | 
Rapidly  increasing  its  size  | 

10  Point 

INSURANCE  OIM  SOUND  BASIS  | 
IVIucli  needed  reforms  instituted  I 

8  Feint 

F»OLICY   HOLDERS  A.F»F»OINT   COMMITTEE   | 

To  secure  permanent  restrictive  legislation   | 

6  Point 

FINANCIAL  CORRUPTION  ATTRACTS  ATTENTION    I 
In  England,  France  and  other  continental  countries    I 


90  TYPE  AND  TYPE  MEASUREMENTS  §7 


PABST  OLDSTYLE 

AMERICAN    TYPE    FOUNDERS    CO. 

72  Point 

Fine  Silk 


60  Point 


Straw  Hat 

48  Point 

Nice  Muslins 


42  Point 


HAND  BAG 

Rare  Souvenirs 


36  Point 


GOLD  CLOCK 

Original  in  Design 


§7  TYPE  AND  TYPE  MEASUREMENTS  91 

PABST  OLDSTYLE 


CHOICE  CIGARS 

High- Grade  Material 


MAHOGANY  TABLE  | 

M.agnmcent  parlor  furniture  | 


FANCY  REFRIGERATORS  | 

Lined  witk  tlue  enamel  1234567890  | 

14  Point 

DELICIOUS  SUMMER  BEVERAGES  | 

Quickly  concocted  with  our  delightful  flavors  | 

12  Point 

REDUCTION  IN  MUSICAL  INSTRUMENTS  | 

Splendid  opportunity  to  secure  phonographs  at  small  cost  | 

10  Point 

SACRIFICE  SALE  OF  GORGEOUS  SPRING  HATS  | 

Great  lines  of  imported  and  domestic  millinery  at  bargain  prices  | 

8  Point  6  Point 

GIRLS'  WINTER  GARMENTS   |      HANDSOME  CHEVIOT  OVERCOAT  | 

Heavy  clotting  for  the  cold  weather     |         Made  of  the  be«t  material  with  velvet  collar    I 


92  TYPE  AND  TYPE  MEASUREMENTS  §7 


CHELTENHAM  OLDSTYLE 

ICAN  TYPE    FOUNDERS    CO 


72  Point 


Black  Suits 


60  Point 


Rare  Bargain 


48  Point 


Spring  Overcoat 

42  Point 

SHEET  MUSIC 

Duets  for  mandolin 


36  Point 


RED  KERCHIEFS 

Extraordinary  material 


§7  TYPE  AND  TYPE  MEASUREMENTS  93 

CHELTENHAM  OLDSTYLE 

AMERICAN    TYPE    FOUNDERS   CO. 

30  Point 

PARLOR  CARPETS 

Neat  and  attractive  designs 

24  Point 

FASHIONABLE  CORSET  | 

Made  from  high-grade  material  | 

18  Point 

REMNANT  SALES  OF  LINEN  | 

Handsome  color  designs  1 234567890  j 

14  Point 

MEAD'S  SHOES  FOR  BOYS  AND  MEN  | 
Upheld  by  all  leading  shoe  and  department  Stores  | 

12  Point 

BEAUTIFUL  SILK  ROBES  AND  EASTER  HATS  | 
Remarkably  good  designs  and  the  very  best  of  workmanship  | 

11  Point 

SEVEN-PIECE  MAHOGANY  DINING  ROOM  SET  | 
Our  motto:  the  well  pleased  customer  is  the  best  advertisement  | 

10  Point 

EXCELLENT  OPPORTUNITY  OFFERED  THURSDAY  | 

One  hundred  years  of  general  merchandising  experience  is  given  you  | 
8  Point                                                   6  Point 

EMBROIDERED  UNDERWEAR   |      PHENOMENAL  FURNITURE  SALES  I 

Wonderful  creations  direct  from  abroad    |       Choice  bargains  for  the  economical  housewives  I 


94  TYPE  AND  TYPE  MEASUREMENTS  §7 

CHELTENHAM  WIDE 
72  Point 

Diamond 


60  Point 


Boys  Shoes 


48  Point 


Punching  Bag 


42  Point 


GAS  RANGES 

High-class  finish 

36  Point 

BLUE  TURBANS 

Sale  begins  at  noon 


§  7  TYPE  AND  TYPE  MEASUREMENTS  95 

CHELTENHAM  WIDE 

AMERICAN  TYPE    POUNDERS   CO. 

30  Point 

SILVER  BRACELET 

Guaranteed  nine  years 

24  Point 

CHRISTMAS  OFFERING  | 

Smyrna  rugs  sell  under  price  | 

18  Point 

GOODS  REDUCED  ONE  HALF  | 

Hamilton's  underwear  1 234567890  | 

14  Point 

RANGE  DOUBLE-BARREL  SHOTGUNS  | 
Considered  by  all  the  leading  stores  the  best  | 

12  Point 

MAGIC  LANTERNS  WITH  EIGHTEEN  SLIDES  | 
Sixty  different  views  taken  from  all  over  the  country  | 

11  Point 

ONE  DOZEN  KNIVES  AND  FORKS  GIVEN  FREE  | 
We  would  like  to  have  you  call  and  examine  our  jewelry  | 

10  Point 

MANING  SAFETY  RAZORS  AT  REASONABLE  COST  | 
Known  throughout  the  entire  country  as  the  prize  winners  | 

8  Point  6  Point 

BIG  INDUCEMENTS  OFFERED   |      JANUARY  WHITE  SALE  NOW  ON   | 

In  furniture  and  cooking   Utensils    |        Remarkable  values  offered  all  this  month    I 


96  TYPE  AND  TYPE  MEASUREMENTS  §7 

CHELTENHAM  BOLD 

72  Point 

Red  Seal 


60  Point 


China  Dish 


48  Point 


Bright  Modes 

42  Point 

FINE  CARPET 

Excellent  make 


36  Point 


RICH  PERFUME 

Delightful  aromas 


§7  TYPE  AND  TYPE  MEASUREMENTS  97 


CHELTENHAM  BOLD 

ICAN  TYPE   FOUNDERS  CO 


30  Point 


SPRING  CLOTHING 

Unexcelled  reductions 


24  Point 


HANDSOME  LINOLEUM  | 
Real  Mid-summer  bargain  | 

18  Point 

SPLENDID  CHRISTMAS  GIFTS  | 
Neat  Handkerchiefs  1234567890  | 

14  Point 

MAHOGANY  DINING  ROOM  CHAIRS  | 
Extraordinary  values  lately  inaugurated  | 

12  Point 

KITCHEN  FURNITURE  BELOW  COST  PRICE  | 
Great  opportunity  for  the  economical  housekeeper  | 

10  Point 

ANNUAL  CLEARANCE  SALE  OF  FINE  MILLINERY  | 
London  creations  offered  at  prices  that  defy  competition  | 

8  Point  6  Point 

BEAUTIFUL  RIDING  HABITS    |       SILK  UNDERWEAR  AND  HOSIERY    I 

Strong  material  used  throughout    |        Quaintly  designed  pattern  now  offered    I 


98  TYPE  AND  TYPE  MEASUREMENTS  §7 


CHELTENHAM  BOLD  CONDENSED 

AN  TYPE    FOUNDERS    CO. 


72  Point 


Oak  Brand 


60  Point 


Kislen  Pianos 


48  Point 


Glenmore  House 


42  Point 


SPECIAL  FRIDAY 

Norfolk  jacket  suits 

36  Point 

PLAIN  BLACK  CAPS 

Only  two  hundred  left 


§7  TYPE  AND  TYPE  MEASUREMENTS  99 

CHELTENHAM  BOLD  CONDENSED 

30  Point 

NICE  HOLIDAY  PRESENT 
Splendid  opportunity  to  buy 


24  Point 


OUR  NEW  STORE  IS  OPENED  | 
Full  line  of  up-to-date  novelties  | 

18  Point 

BIG  STOCK  OF  LADIES'  UNDERWEAR  | 
Slightly  damaged  by  water  1234567890  j 

14  Point 

JAPANESE  SILK  EMBROIDERED  BED  COVERS  | 
Heavy  fringe  corners  trimmed  with  beautiful  lace  | 

12  Point 

MEN'S  HIGH-GRADE  OVERCOATS  IN  EVERY  VARIETY  | 
Made  in  various  lengths  and  with  the  latest  form-fitting  backs  | 

10  Point 

NINE-INCH  WHITE  OSTRICH  PLUMES  ON  SALE  TO-MORROW  | 
They  are  taken  directly  from  our  own  stock  and  are  offered  special  | 

8  Point  6  Point 

FINE  PARLOR  RUGS  AND  CARPETS    |       BIG  VARIETY  OF  FANCY  NEGLIGEE  SHIRTS    I 

Consignment  just  received  from  abroad    |        Come  early  and  avoid  the  regular  afternoon  ru«h    9. 


100  TYPE  AND  TYPE  MEASUREMENTS  §7 

BOOKMAN  OLDSTYLE 

AMERICAN  TYPE  FOUNDERS  CO. 

72  Point 

New  Art 


60  Point 


Best  Flour 


48  Point 


Fine  Designs 


36  Point 


PURE  FOODS 
Durlame  sauces 


30  Point 


COLLEGE  POINT 
Studies  in  languages 


§7  TYPE  AND  TYPE  MEASUREMENTS  101 

BOOKMAN  OLDSTYLE 

24  Point 

SCHOOL  EDITION  | 
New  stories  published  j 


20  Point 


DIAMOND  NECKLACE  | 
Novelties  in  silver  and  gold  j 

18  Point 

EASY  LESSONS  IN  SPANISH  | 
Students  take  notice  1234567890  j 

14  Point 

CORRESPONDENCE  SCHOLARSHIP  | 
Tuition  free  seven  years  to  ambitious  people  j 

12  Point 

PRIZE  GIVEN  FOR  THE  NEAREST  GUESS  | 
Closing  of  contest  creates  considerable  excitement  j 

10  Point 

LATEST  SYSTEM  IN  CUTTING  AND  DESIGNING  | 

Methods  approved  and  adopted  by  majority  of  dressmakers  | 

9  Point 

FORCED  AUCTION  SALE  OF  ANTIQUES  AND  BRONZES   | 

Bargains  galore  for  art  connoisseurs  and  collectors  at  half  price   | 

8  Point  6  Point 

ENGRAVED  HOME  PLATES    |       PAY  NEWSPAPER  ADVERTISERS   I 

Your  address  on  receipt  of  price    |       Seven  columns  of  space  freely  given    I 


102  TYPE  AND  TYPE  MEASUREMENTS  §7 


BULFINCH  OLDSTYLE 

AMERICAN  TYPE  FOUNDERS  CO, 

72  Point 

5oft  Hats 


60  Point 


Car  Jacket 


48  Point 


Kitchen  Table  | 


42  Point 


HOML  DL5K5 
Designs  Unique 

36  Point 

PARLOR  CHAIR 
Only  a  couple  sold 


§7  TYPE  AND  TYPE  MEASUREMENTS  103 

BULFINCH  OLDSTYLE 

30  Point 

SUMMER  COR5LTS 
Special  bargain  prices 

24  Point 

CRUSHED  VELVET  SUIT  | 
Styles  copied  from  abroad  j 

18  Point 

SOML  VERY  FINL  KID  GLOVL5  | 
Remarkable  bargain  1234567890  | 

14  Point 

BEAUTIFUL  HAND-PAINTED  PICTURES  | 
Choice  collection  now  offered  at  little  cost  | 

12  Point 

ENORMOUS  LOT  OF  ENGLISH  BROADCLOTH  | 
Secure  one  of  the  finest  appearing  suits  ever  made  | 

10  Point 

HIGH-GRADE  AUTOMATIC  WASHING  MACHINES  | 
Most  complete  article  of  its  kind  ever  put  on  the  market  | 

8  Point  6  Point 

FANCY  GLASS  LAMP  SHADES    |       NEATLY  JAPANNED  BREAD  BOXES    I 
Large  stock  to  be  sold  very  cheap    |       Galvanized  water  pails  with  hinged  lids    I 


104  TYPE  AND  TYPE  MEASUREMENTS  §7 

LINING  GUSHING  No.  2 

AMERICAN  TYPE  FOUNDERS  CO.  .^^_^^__ 

24  Point 

CHARMING  PRESENT 
Most  splendid  fur  carnival 
that  ever  stirred  this  town 
is  now  taking  place  at  our 
newly  enlarged  emporium 

18  Point 

RECORD  BREAKING  SALE 
Finest  quartered  oak  easy  chairs 
with  a  ton  of  comfort  in  every  inch 
are  now  displayed  for  the  approval 
of  our  customers.  Come  and  look 
them  over  some  day  1 234567890 

15  Point 

SELECT  CANDIES  AND  BONBONS  | 
Having  just  secured  an  extensive  line  of  | 
exquisite  confections  for  the  holidays  we  | 
most  earnestly  extend  you  an  invitation  j 
to  visit  our  store  and  convince  yourself  | 
that  we  lead  in  this  particular  business  j 


§7  TYPE  AND  TYPE  MEASUREMENTS  105 


LINING  GUSHING  No.  2 


12  Point 

MAHOGANY  BOOKCASES  FOR  THE  LIBRARY  | 
Our  illustrated  catalogue  will  show  you  exactly  how  to  j 
plan  a  library,  so  that  from  its  very  foundation  until  its  j 
completion  it  will  possess  the  beauty  of  symmetrical  | 
proportions  and  always  reflect  good  taste  and  excellent  j 
judgment.  It  also  explains  certain  technical  points  of  | 
construction  which  show  the  superiority  of  our  bookcase  | 

10  Point 

DELIGHTFUL  AND  REFRESHING  TOOTH  PRESERVER 
To  the  maiden  who  values  the  charms  of  a  clean,  rosy  mouth,  sound 
teeth  and  flower  scented  breath,  this  preparation  is  priceless.  The 
dainty,  sparkling  dentifrice  is  just  what  it  looks  like,  pure,  cleansing 
and  refreshing;  a  veritable  pearl  producer.  Put  up  in  neatly  fashioned 
bottles  which  make  charming  ornaments  for  the  boudoir.  For  sale 
at  all  leading  drug  and  department  stores.  Sample  bottle  sent  free 

8  Point 

AN  EXCELLENT  BEVERAGE  FOR  THE  SPORTSMAN  OR  ATHLETE 
It  is  a  sustaining  nutriment  that  is  extremely  digestible  and  always  ready  in 
the  hour  of  need.  A  very  healthful  and  invigorating  food  drink,  invaluable 
in  train  and  sea-sickness,  and  more  nutritious  than  tea  or  coffee,  whether 
traveling  or  at  home.  By  simply  stirring  the  powder  in  hot  water  a  delicious 
food  beverage  is  made  which  agrees  with  the  weakest  stomach.  Its  basis 
is  pure,  rich  milk  from  our  sanitary  dairies,  concentrated  with  the  extract  of 
malted  grains  into  a  powder.  Very  beneficial  for  invalids  and  convalescents 

6  Point 

TREMENDOUS  REDUCTIONS  IN  FINE  CUT  GLASS  AND  CHINA  DINNER  SETS 
We  propose  that  this  last  week  of  the  china  and  cut  glass  sale  shall  be  the  liveliest  and  most 
important  of  the  month.  New  lines  have  been  brought  forward  of  many  of  the  best  offerings 
which  the  sale  has  presented.  In  dinner  sets  we  make  new  prices  today  on  a  large  number 
of  splendid  varieties  not  previously  reduced.  In  cut  glass  we  take  a  magnificent  collection 
that  comes  from  one  of  the  factories  whose  output  we  control  and  cut  the  price  one  full  third 
from  the  figures  they  formerly  bore,  when  they  were  already  a  quarter  under  price.  This 
means  that  this  superb  collection  is  offered  today  at  just  half  the  real  value.  A  remarkably 
good  chance  to  secure  acceptable  gifts  at  a  third  to  a  half  below  what  they  will  cost  you  later 


106  TYPE  AND  TYPE  MEASUREMENTS  §7 


DICKENS  SERIES 
12  Point 

WALKING  SKIRTS  PREVENT  WET  ANKLES  | 
The  woman  who  drags  through  the  snow  with  a  long  | 
skirt  ineffectually  held  up,  and  its  wet  points  clapping 
against  her  feet,  is  as  far  behind  the  times  as  her  hus- 
band would  be  if  he  had  no  typewriting  machine  in 
his  office.    For  such  weather  as  this  we  have  brought 

10  Point 

MEN'S  OVERCOATS  GO  AT  REASONABLE  PRICES  | 
This  remarkable  opportunity  is  the  result  of  a  great  pur-  \ 
chase  of  heavy  overcoats  which  we  recently  consummated. 
Owing  to  an  unusually  mild  winter  we  were  able  to  get  these 
coats — the  finest  and  most  desirable  qualities — at  way  under 
the  usual  cost.    The  saving  resulting  from  this  immense 
purchase  can  now  be  taken  advantage  of  by  the  public  who 

8  Point 

WOMEN'S  TAILORED  SUITS  OF  GREAT  VALUE  SACRIFICED  | 
The  makers  have  felt  the  competition  of  many  in  the  field,  and  have  out-  | 
done  themselves  in  the  values  and  beauty  of  these  first  arrivals.    You  will 
easily  understand  why  we  chose  these  out  of  hundreds— when  you  have 
seen  the  suits.    They  are  of  broadcloth  ;  the  coat,  which  is  semi-fitting, 
reaches  just  a  few  inches  below  the  waist-line ;  velvet  collar  and  cuffs, 
with  buttons  to  match ;  deep  patch  pockets ;  skirt  extremely  full  in  kilt 
effects.    They  are  strictly  tailored  coat  suits  and  look  exceedingly  stylish 

6  Point 

THE  LOGICAL  RESULTS  OF  OUR  PIANO  STORE  METHODS  AS  NOW  OPERATIVE    I 
History  was  made  during  our  recent  sale  so  important  in  its  significance  that  it  caused  the  piano    I 
trade  of  the  United  States  to  take  notice.    There  were  165  pianos  sold  in  a  single  day !— a  fact 
almost  beyond  the  belief  of  many  members  of  the  piano  trade.    This  means  that  the  confidence 
of  the  buying  public  is  vitally  essential  to  the  success  of  any  business,  which  success  grows 
only  as  fast  as  public  confidence  grows.    It  means  that  the  piano  buyer  is  prone  to  hesitate  only 
when  he  has  reason  to  doubt  the  commensurate  relation  between  the  quality  of  the  piano  he 
wants  to  buy  and  the  price  he  is  asked  for  it.    It  means  that  this  is  a  different  kind  of  a  piano 
store,  and  because  of  this  fact  that  the  attitude  of  the  piano-buying  public  towards  it  is  of  a 
kind  different  to  that  assumed  toward  the  piano  business  in  general.    Sales  of  the  kind  that  has 


§7' 


TYPE  AND  TYPE  MEASUREMENTS 


107 


CHELTENHAM  OLDSTYLE 

AMERICAN  TYPE  FOUNDERS  CO 

6  Point 

Only  three  more  days  of  this  March  sale,  and  if  you  need  anything  in  the  way  of  Houseware  you 
would  be  wise  to  buy  it  now  and  save  money.  Remember,  too,  that  these  low  prices  have  been  brought 
about  solely  by  enormous  buying  and  concessions  of  various  kinds  and  that  quality  has  not  been  impaired. 
All  these  stocks  have  been  chosen  as  carefully  as  our  regular  slocks  and  are  of  the  same  high  quality. 
These  great  slocks,  selected  with  such  intelligence  and  assembled  here  in  such  lavish  variety,  deserve 

8  Point 

Only  three  more  days  of  this  March  sale,  and  if  you  need  anything  in  the  way  of 
Houseware  you  would  be  wise  to  buy  it  now  and  save  money.  Remember,  too,  that 
these  low  prices  have  been  brought  about  solely  by  enormous  buying  and  concessions 
of  various  kinds,  and  that  quality  has  not  been  impaired  All  these  slocks  have  been 
chosen  as  carefully  as  our  regular  stocks,  and  are  of  the  same  high  quality.  These 

10  Point 

Only  three  more  days  of  this  March  sale,  and  if  you  need  anything  in 
the  way  of  Houseware  you  would  be  wise  to  buy  it  now  and  save 
money.  Remember,  too,  that  these  low  prices  have  been  brought  about 
solely  by  enormous  buying  and  concessions  of  various  kinds  and  that 
quality  has  not  been  impaired.  All  these  slocks  have  been  chosen  as 

CHELTENHAM  WIDE 
6  Point 

Only  three  more  days  of  this  March  sale,  and  if  you  need  anything  in  the  way  of  House- 
ware  you  would  be  wise  to  buy  it  now  and  save  money.  Remember,  too,  that  these  low 
prices  have  been  brought  about  solely  by  enormous  buying  and  concessions  of  various 
kinds,  and  that  quality  has  not  been  impaired.  All  these  slocks  have  been  chosen  as  care- 
fully as  our  regular  slocks,  and  are  of  the  same  high  quality.  These  great  stocks,  selected 

8  Point 

Only  three  more  days  of  this  March  sale,  and  if  you  need  anything  in  the 
way  of  Houseware  you  would  be  wise  to  buy  it  now  and  save  money. 
Remember,  too,  that  these  low  prices  have  been  brought  about  solely  by 
enormous  buying  and  concessions  of  various  kinds,  and  that  quality  has 
not  been  impaired.  All  these  slocks  have  been  chosen  as  carefully  as  our 

10  Point 

Only  three  more  days  of  this  March  sale,  and  if  you  need 
anything  in  the  way  of  Houseware  you  would  be  wise  to 
buy  it  now  and  save  money.  Remember,  too,  that  these  low 
prices  have  been  brought  about  solely  by  enormous  buying 
and  concessions  of  various  kinds,  and  that  quality  has  not 


108  TYPE  AND  TYPE  MEASUREMENTS  §7 


BULFINCH  OLD5TYLL 


6  Point 

Only  three  more  days  of  this  March  sale,  and  if  you  need  anything  in  the  way  of  House- 
ware  you  would  be  wise  to  buy  it  now  and  save  money.  Remember,  too,  that  these  low 
prices  have  been  brought  about  solely  by  enormous  buying  and  concessions  of  various 
kinds,  and  that  quality  has  not  been  impaired.  All  these  stocks  have  been  chosen  as 
carefully  as  our  regular  stocks,  and  are  of  the  same  high  quality.  These  great  stocks 

8  Point 

Only  three  more  days  of  this  March  sale,  and  if  you  need  anything  in 
the  way  of  Houseware  you  would  be  wise  to  buy  it  now  and  save  money. 
Remember,  too,  that  these  low  prices  have  been  brought  about  solely  by 
enormous  buying  and  concessions  of  various  kinds,  and  that  quality  has 
not  been  impaired.  All  these  stocks  have  been  chosen  as  carefully  as  our 

10  Point 

Only  three  more  days  of  this  March  sale,  and  if  you  need  | 
anything  in  the  way  of  Houseware  you  would  be  wise  to  | 
buy  it  now  and  save  money.  Remember,  too,  that  these  | 
low  prices  have  been  brought  about  solely  by  enormous  | 
buying  and  concessions  of  various  kinds,  and  that  stocks  | 

Cloister  JBIatfe 


6  Point 

©nip  three  more  baps  of  this  fHarch  salt,  anb  if  rou  neeb  anything  in  the  toap  of  Soujfetoare  pou 
tooulb  be  tutse  to  bup  it  nob*  anb  sabc  monep.  JUttumber.  too.  that  these  loin  prices  habe  been 
brought  about  solelp  bp  tnormoits  buying  anb  concessions  of  bartons  feinos,  anb  quality  hast  not 
betn  itnpairtb.  311  these  stocks  babe  faetn  chosen  as  carefullr  as  our  regular  stocks,  anb  art  of 
the  same  high  qualitp.  Cbese  great  stocbs,  sclecteo  toith  stub  intelligente  anb  assemfaleb  here  in 

8  Point 

<Dnlt>  three  more  baps  of  tf)is  tflarerj  sale,  anb  if  pou  neeb  anptfjtng  in  tfje  toap 
of  l)ousetuare  pou  tooulb  fae  toise  to  bup  it  note  anb  sabe  monep.  Remember,  too, 
tfjat  tfjese  (otai  prices  fjaue  been  brought  about  solelp  bp  enormous  buptng  anb  con- 
cessions of  banous  binbs,  anb  tfjat  qualitp  fjas  not  been  impaireb.  ail  trjese  stacks 
habe  been  cfjosen  ad  carefullp  ad  our  regular  stocks,  anb  are  of  the  dame  high 

10  Point 

©nip  ttjree  more  fcaptf  of  tfjte  ^Harcij  gale,  anb  tf  pou  neeb  anp* 
tljing  in  tijc  toap  of  lljousetoare  pou  tooulb  ue  tuisc  to  bup  it  noto 
anb  fifaue  monep.  Remember,  too,  tfjat  tfjes;e  loto  priced  fjate 
been  brought  about  solelp  bp  enormous:  buping  anb  conctssions 
of  bariou*  feinbs,  anb  t bat  qualitp  fjas  not  been  tmpaireb.  ail 


§7 


TYPE  AND  TYPE  MEASUREMENTS 


109 


BODY  LETTER 


AMERICAN  TYPE  FOUNDERS  CO. 


8  faint  Lining  Modern  Roman  JVo.  510 

There's  real  pleasure  in  knowing 
that  your  beauty  is  heightened  and 
your  conversation  made  more  inter- 
esting by  a  handsome  set  of  pearly 
teeth.  Such  pleasure  can  be  yours 
if  you  have  a  moderate  sum  to  spend 
on  them.  The  cleaning  and  whiten- 
ing process  is  simple  and  painless. 


10  Point  Lining  Cushing 

There's  real  pleasure  in  knowing 
that  your  beauty  is  heightened 
and  your  conversation  made  more 
interesting  by  a  handsome  set  of 
pearly  teeth.  Such  pleasure  can 
be  yours  if  you  have  a  moderate 
sum  to  spend  on  them.  The 
cleansing  and  whitening  process 
is  simple  and  painless.  It  gives 
pleasure  rather  than  pain.  It  cer- 


10  Point  Lining  Cushing  Monotone 

There's  real  pleasure  in  knowing 
that  your  beauty  is  heightened 
and  your  conversation  made  more 
interesting  by  a  handsome  set  of 
pearly  teeth.  Such  pleasure  can 
be  yours  if  you  have  a  moderate 
sum  to  spend  on  them.  The 
cleaning  and  whitening  process 
is  simple  and  painless.  It  gives 
pleasure  rather  than  pain.  It  cer- 
tainly does  make  you  feel  good  to 


8  Point  Lining  Modern  Roman  No.  512 

There's  real  pleasure  in  know- 
ing that  your  beauty  is  height- 
ened and  your  conversation 
made  more  interesting  by  a 
handsome  set  of  pearly  teeth. 
Such  pleasure  can  be  yours  if 
you  have  a  moderate  sum  to 
spend  on  them.  The  cleaning 

10  Point  Century  Expanded 

There's  pleasure  in  knowing 
that  your  beauty  is  height- 
ened and  your  conversation 
made  more  interesting  by  a 
handsome  set  of  pearly  teeth. 
Such  pleasure  can  be  yours 

12  Point  Lining  French  Old  Style 

There's  real  pleasure  in  knowing  that  your  beauty  is 
heightened  and  your  conversation  made  more  inter- 
esting by  a  handsome  set  of  pearly  teeth.  Such 
pleasure  can  be  yours  if  you  have  a  moderate  sum 
to  spend  on  them.  The  cleaning  and  whitening 

12  Point  Lining  Old-Style  Roman 

There's  real  pleasure  in  knowing  that  your  beauty  is 
heightened  and  your  conversation  made  more  inter- 
esting by  a  handsome  set  of  pearly  teeth.  Such 
pleasure  can  be  yours  if  you  have  a  moderate  sum  to 
spend  on  them.  The  cleaning  and  whitening  process 


110  TYPE  AND  TYPE  MEASUREMENTS 


BODY    LETTER 


5-Point  Old-Style  Roman 

The  box  or  lower  part  of  the  Ideal  Wardrobe  Couch  is  made  of  solid  Southern  Red  Cedar  (not  i 
three-quarters  of  an  inch  thick  and  thoroughly  kiln-dried.     The  cedar  used  has  the  delicious,  a 

peculiar  to  this  uniq 
it-fitting,  tongued  and 
additional  strength  we  glue  a  tri 


tight-fitting,  tongued  and  grooved  join 


6-Point  Old-StyJe  Roman 

The  box  or  lower  part  of  the  Ideal  Wardrobe  Couch  is  made  of  solid  Southern  Red 
Cedar  (not  veneer),  three-quarters  of  an  inch  thick  and  thoroughly  kiln-dried.  The 
cedar  used  has  the  delicious,  aromatic  fragrance  peculiar  to  this  unique  and  valuable 
wood.  The  boards  are  perfectly  smooth  and  have  close,  tight-fitting,  tongued  and 
grooved  joints.  The  corners  are  strongly  glued  and  nailed,  and  for  additional 

8-Point  Old-Style  Roman 

The  box  or  lower  part  of  the  Ideal  Wardrobe  Couch  is  made  of  solid 
Southern  Red  Cedar  (not  veneer),  three-quarters  of  an  inch  thick  and 
thoroughly  kiln-dried.  The  cedar  used  has  the  delicious,  aromatic 
fragrance  peculiar  to  this  unique  and  valuable  wood.  The  boards  are 
perfectly  smooth  and  have  close,  tight-fitting,  tongued  and  grooved 

10-Point  Old-Style  Roman 

The  box  or  lower  part  of  the  Ideal  Wardrobe  Couch  is  made 
of  solid  Southern  Red  Cedar  (not  veneer),  three-quarters  of 
an  inch  thick  and  thoroughly  kiln-dried.  The  cedar  used  has 
the  delicious,  aromatic  fragrance  peculiar  to  this  unique  and 
valuable  wood.  The  boards  are  perfectly  smooth  and  have 

12-Point  Old-Style  Roman 

The  box  or  lower  part  of  the  Ideal  Wardrobe 
Couch  is  made  of  solid  Southern  Red  Cedar  (not 
veneer),  three-quarters  of  an  inch  thick  and  thor- 
oughly kiln-dried.  The  cedar  used  has  the  de- 
licious, aromatic  fragrance  peculiar  to  this 

6-Point  Typewriter 

The  box  or  lower  part  of  the  Ideal  Wardrobe  Couch  is  made  of  solid 
Southern  Red  Cedar  (not  veneer),  three-quarters  of  an  inch  thick  and 
thoroughly  kiln-dried.  The  cedar  used  has  the  delicious,  aromatic 
fragrance  peculiar  to  this  unique  and  valuable  wood.   The  boards  are 
perfectly  smooth  and  have  close,  tight-fitting,  tongued  and  grooved 

12-Point  Typewriter 

The  box  or  lower  part  of  the  Ideal 
Wardrobe  Couch  is  made  of  solid  South- 
ern Red  Cedar  (not  veneer) ,  three- 
quarters  of  an  inch  thick  and  thor- 


TYPE  AND  TYPE  MEASUREMENTS  111 


BODY    LETTER 


6  Point  Caslon  Old  Style 

Cellulose,  a  vegetable  fiber,  when  deprived  of  all  incrusting  or  cementing  matters  of  a  resinous 
or  gummy  nature,  presents  to  us  the  true  fiber,  or  cellulose,  which  constitutes  the  essential  basis  of 
all  manufactured  paper.  Fine  linen  and  cotton  are  almost  pure  cellulose,  from  the  very  fact  that  the 
associated  vegetable  substances  have  been  removed  by  the  treatment  the  fibers  were  subjected  to  in 
the  process  of  their  manufacture;  pure  white,  unsized,  and  unloaded  paper  may  also  be  considered 
as  pure  cellulose  from  the  same  cause.  Viewed  as  a  chemical  substance,  cellulose  is  white,  translu- 

8  Point  Caslon  Old  Style 

Cellulose,  a  vegetable  fiber,  when  deprived  of  all  the  incrusting  or  cementing 
matters  of  a  resinous  or  gummy  nature,  presents  to  us  the  true  fiber,  or  cellu- 
lose, which  constitutes  the  essential  basis  of  manufactured  paper.  Fine  linen 
and  cotton  are  almost  pure  cellulose,  from  the  fact  that  the  associated  vegetable 
substances  have  been  removed  by  the  treatment  the  fibers  were  subjected  to  in 

10  Point  Caslon  Old  Style 

Cellulose,  a  vegetable  fiber,  when  deprived  of  all  the  incrusting  or 
cementing  matters  of  a  resinous  or  a  gummy  nature,  presents  to 
us  the  genuine  fiber,  or  cellulose,  which  constitutes  the  essential 
basis  of  manufactured  paper.  Fine  linen  and  cotton  are  almost 
pure  cellulose,  from  the  fact  that  associated  vegetable  substances 

6  Point  MacFarland 

Cellulose,  a  vegetable  fiber,  when  deprived  of  all  the  Incrusting  or  cementing  matters  of  a 
resinous  or  gummy  nature,  presents  to  us  the  true  fiber,  or  cellulose,  which  constitutes  the 
essential  basis  of  all  manufactured  paper.  Fine  linen  and  cotton  are  almost  pure  cellulose, 
from  the  fact  that  the  associated  vegetable  substances  have  been  removed  by  the  treatment 
the  fibers  were  subjected  to  in  the  process  of  manufacture;  pure  white,  unsized,  and  unloaded 
paper  may  also  be  considered  as  pure  cellulose  from  the  same  cause.  Viewed  as  a  chemical 
substance,  cellulose  is  white,  translucent  and  somewhat  heavier  than  water.  It  is  tasteless  to 

8  Point  MacFarland 

Cellulose,  a  vegetable  fiber,  when  it  is  deprived  of  all  the  incrusting  or 
cementing  matters  of  a  resinous  or  gummy  nature,  presents  to  us  the 
true  fiber,  or  cellulose,  which  constitutes  the  essential  basis  of  manu- 
factured paper.  Fine  linen  and  cotton  are  almost  pure  cellulose,  from 
the  fact  that  the  associated  vegetable  substances  have  been  removed  by 
the  treatment  the  fibers  were  subjected  to  in  the  process  of  manufacture 

10  Point  MacFarland 

Cellulose,  a  vegetable  fiber,  when  it  is  deprived  of  all  its 
incrusting  or  cementing  matters  of  a  resinous  or  gummy 
nature,  presents  to  us  the  genuine  fiber,  or  cellulose,  which 
constitutes  the  essential  basis  of  manufactured  paper.  Fine 
linen  and  cotton  are  almost  pure  cellulose,  from  the  fact 
that  the  associated  vegetable  substances  have  been  removed 


112 


TYPE  AND  TYPE  MEASUREMENTS 


BODY    LETTER 


6  Point  McClure 

Cellulose,  a  vegetable  fiber,  when  deprived  of  all  incrusting  or  cementing  matters  of 
a  resinous  or  gummy  nature,  presents  to  us  the  true  fiber,  or  cellulose,  which  con- 
stitutes the  essential  basis  of  manufactured  paper.  Fine  linen  and  cotton  are  almost 
pure  cellulose,  from  the  fact  that  the  associated  vegetable  substances  have  been 
removed  by  the  treatment  the  fibers  were  subjected  to  in  process  of  manufacture 

8  Point  McClure 

Cellulose,  a  vegetable  liber,  when  if  is  deprived  of  all  incrusting  or 
cementing  matters  of  a  resinous  or  gummy  nature,  presents  to  us 
the  true  fiber,  or  cellulose,  which  constitutes  the  essential  basis  of  all 
manufactured  paper.  Fine  linen  and  cotton  are  almost  pure  cellulose 
from  the  fact  that  the  associated  vegetable  substances  have  been 

10  Point  McClure 

Cellulose,  a  vegetable  fiber,  when  deprived  of  all  the 
incrusting  or  cementing  matters  of  a  resinous  or  of  a 
gummy  nature,  presents  to  us  the  true  fiber,  or  cellu- 
lose, which  constitutes  the  basis  of  all  manufactured 
paper.  Fine  linen  and  cotton  are  composed  of  almost 


NEW  CASLON   PARAGRAPH   MARKS 

Spt.    6pt.    Spt.   10  pt.    12  pt.    14  pt.    18  pt.       24  pt.          30  pt.  30  pt.  42  pt. 


3     5     5 


BRASS    RULE 

g  Pt.  Dotted  Rule 

- immmmmmm 

1  Pt.  Plain  Rule 


2  Pt.  Plain  Rule 


S  Pt.  Plain  Rule 


4  Pt.  Plain  Rule 


6  Pt.  Plain  Rule 


IS  Pt.  Plain  Rule 


2  Pt.  Hyphen  Rule 


IHI 


S  Pt.  Hyphen  Rule 

!•••••••••••••• 

4  Pt.  Hyphen  Rule 
••••••••••••••I 


3  Pt.  Parallel  Rule  (Light) 
4  Pt.  Parallel  Rule  (Heavy) 


6  Pt.  Parallel  Rule  (Light) 


6  Pt.  Parallel  Rule  (Heavy) 


§7  TYPE  AND  TYPE  MEASUREMENTS  113 


7ft  P       •*  P  P£          •  -,  P    P 

LUc/  x^t^  /plca<5«<7  /uy  /announce/  /in&  /QMANCW  /ov 

J  J 

[/s&wiecfa 

'AAW^V 


AtV 


MOW  Xor  /tne/  /pattcMtaae/  /acco^cc3  /itv 

te'/uot^/in/li  vfct^tej 


Announcement  set  In  Inland  French  Script 


114  TYPE  AND  TYPE  MEASUREMENTS  §7 


BORDERS 


3  Point  Face  on  6  Point  Body  Newspaper 
Border  No.  48 


6  Point  Newspaper  Border  No.  254 

BBHBBBBHBB 

12  Point  Newspaper  Border  No.  231 


§7  TYPE  AND  TYPE  MEASUREMENTS  115 


BORDERS 


AMERICAN   TYPE   FOUNDERS  CO. 


18  Point  Roycrofl  Border 


18  Point  Roycrofl  Open  Border 


116  TYPE  AND  TYPE  MEASUREMENTS  §7 


BORDERS 


If 

c 


6  Point  Arlington  Border  No.  255 


12  Point  Arlington  Border  No.  234 


n 


12  Point  Magazine  Border 


§7  TYPE  AND  TYPE  MEASUREMENTS  117 


BORDERS 


•HII— HIP 


6  Point  Panel  Border  A"0.  2S 


III— HII— HII— HI 

6  Point  Panel  Border  No.  30 


12  Point  Brockton  Border 


118  TYPE  AND  TYPE  MEASUREMENTS  §7 

BORDERS 


MVMMMMMMMMMHMMXMXMMMM 

^^  ^^  M  12-Point  Border  No.  1262  M  ^*,  ^^ 

Jt  M        twf 


MMMMMMBMMMMMMMMMBBBM 


6-Point  Border  No.  632 


18-Polnt  Border  No    1862 


••MMMMM  •  mmxwmm 


These  two  borders  fit  exactly  over  each  other  for  two-color  work 


§7  TYPE  AND  TYPE  MEASUREMENTS  119 

BORDERS 


9    r 


6  Point 

20TH  CENTURY  BORDER 

Part  One 


6  Point  Convex  Border 


6  Point  Rinklets  Border 


120           TYPE  AND  TYPE  MEASUREMENTS 

§7 

RUGGED  BORDER  BRASS  RULE 

;S*5i5> 

f                           6  Point  No.  544E—  Round  Comers 

k 

6  Point  No.  544E—Mitered  Corners 

1 

g                               3  Point  No.  541E—  Round  Corners 

1 

3  Point  No.  541E—Mitered  Corners 

BRASS  RULE 

1 

16  Point  No.  11  A 

13  Point  No.  10  A 

1  1 

MONOTYPE  BORDERS 

6  Point  Border—  B 

\ 

i          &iM>t&&t&t&t$j®®®i9Ji&iaj£)®i$j&$i£ii$ji$i  gnQnSn&gRgnSn&tin&gi&tiM 
9                                                                                        ..    « 

1              tSS                                             6  Point  Border—  H                                          $ 

1              &                                                                                                                            $ 
&®&®tMl®$t#[£®l&$&®&$t#I#^ 

4>                                              6  Point  Border  —  / 

9                ' 
3 

3                ' 

3                 ' 
J                 ' 

2                                              6  Point  Border—  O                                             '; 

•* 

§7  TYPE  AND  TYPE  MEASUREMENTS 


121 


INITIALS 


IS  Point  Hearst  Initials 


24  Point  Hearst  Initials 
30  Point  Hearst  Initials 


36  Point  Hearst  Initials 


48  Point  Hearst  Initials 


72  Point  Bur  ford  Initials 


122  TYPE  AND  TYPE  MEASUREMENTS  §7 


INITIALS 


Initials  made  up  from  type,  rules,  and  ornaments,  for  either  one  or  two  colors 


o 


B 


Til 


H 


Point  Ben  Frankli 


TWO-COLOR    INITIALS 

45  Point  No.  320  (American) 


AH  BBC 


96  Point  Colonial 


LAYOUTS 


INTRODUCTION 

1.  A  layout  is  a  diagram  of  an  advertisement  showing 
fhe  arrangement  of  the  heading,  the  body  matter,  the  illus- 
tration, the  price,  the  name  and  address,  etc.     The  objects 
of  the  layout  are:   (1)  to  give  the  writer  a  rough  picture  of 
his  advertisement  as  it  will  appear  when  printed,  so  that  he 
can  see  whether  he  has  arranged  it  well  and  can  change  it  if 
the  effect  is  not  pleasing;  and  (2)  to  show  the  printer  how 
the  copy  is  to  be  set. 

The  laying  out  of  copy,  though  not  so  essential  as  the 
writing  of  copy,  is  a  very  important  part  of  advertising. 
No  copy  should  be  sent  to  the  printer  without  an  accompany- 
ing layout  of  some  kind.  If  no  layout  is  furnished,  the 
printer  will  not  know  what  arrangement  or  effect  the  writer 
wishes,  and  may  thus  produce  an  advertisement  that  is  not 
satisfactory.  Besides,  a  large  proportion  of  printers  do  not 
have  the  best  ideas  about  the  arrangement  of  advertising 
copy,  and  if  left  to  their  own  resources  may  produce  very 
commonplace  effects. 

2.  Some  advertising  men  say,  "First  write  the  advertise- 
ment; then  lay  it  out  properly  in  the  necessary  space."     This 
is  .sometimes  good  advice  to  follow,  but  systematic  writers 
usually  have  in  mind  about  what  amount  of  space  will  be 
used  before  they  begin  writing  the  copy.     This  is  particu- 
larly true  in    magazine    advertising   where    space   is   most 
commonly  sold^by  the  quarter-page,  half-page,  or  whole  page. 

Copyrighted  by  International  Textbook  Company.    Entered  at  Stationers'  Hall,  London 
28 


2  LAYOUTS  §  8 

Great  care  should  be  exercised  in  making  layouts,  because 
it  is  much  easier  to  design  a  poor  advertisement  than  it  is  to 
make  a  distinctive  one.  The  body  matter  should  be  measured 
accurately — not  guessed  at.  Avoid  the  excessive  use  of 
large  type.  Remember  that  a  few  display  lines  are  far  more 
attractive  and  much  easier  to  read  than  a  number  of  large 
lines  crowding  one  another  for  space. 


I.  C.  S.  AD-WRITERS'  CHART 

3.  Every  advertisement  called  for  by  the  Examination 
Questions  from  now  on  must  be  laid  out  on  an  I.  C.  S.  Ad- 
Writers'  Chart,  in  accordance  with  the  directions  here  given. 

The  chart  will  be  understood  easily  if  all  the  printed  matter 
on  it  is  read  carefully.  The  dotted  lines  on  the  face  show 
both  the  width  and  the  length  of  the  space  divided  into  pica 
ems.  The  length  is  also  divided  into  inches  and  agate  lines. 
For  the  convenience  of  the  ad-writer,  single-,  double-,  and 
triple-column  newspaper  widths  are  shown,  as  well  as  single- 
and  double-column  magazine  widths.  This  chart  makes 
accurate  laying  out  and  space  measuring  very  easy.  In 
practical  work,  few  advertisements  are  laid  out  on  charts 
of  any  kind,  though  paper  ruled  like  the  I.  C.  S.  Ad- Writers' 
Chart  is  convenient.  However,  when  a  person  is  experi- 
enced in  laying  out  matter  for  the  printer,  plain  paper 
will  do. 

Types  and  borders  may  be  drawn  in  pencil,  but  in  making 
the  layouts  called  for  in  the  Examination  Questions  of 
this  Section  and  following  Sections,  directions  for  the 
printer,  with  regard  to  names  and  sizes  of  type,  borders, 
etc.,  should  be  written  in  ink.  Only  those  styles  and 
sizes  of  types,  borders,  and  rules  shown  in  Type  and  Type 
Measurements,  Parts  1  and  2,  should  be  used.  Other  types 
and  borders  may,  of  course,  be  used  in  practical  work.  In 
case  Type  and  Type  Measurements,  Part  2,  is  used  in  practical 
work,  it  should  not  be  assumed  that  any  but  an  unusually 
well-equipped  office  will  have  all  the  type  it  shows. 


THE  I.  C.  S.  AD-WRIT* 


0   1   2  3  4   5  6  7  8  9  10  11  12  18  14  15  16  17  18  19  80  21  22  23  24 

.1.1. 1. 1. 1. 1. 1. 1. 1. 1. 1. I.U.I, Mil. 1. 1. 1, 1. 1. 1. 


PIG.  1 
Layout  of  a  3-inch,  single-column,  newspaper  advertisement. 


LAYOUTS 


STEPS  IN  MAKING  A  LATOUT 

4.  In  order  to  make  the  method  clear,  the  laying  out  of 
the  following  copy  for  a  3-inch,  single-column,  newspaper 
advertisement  will  be  described  step  by  step. 

SAVE  YOUR  EYES 

Don't  put  off  wearing  glasses  until  your  sight  is- hope- 
lessly impaired.     Attend  to  it  now  and  avert  trouble  later. 
Our  expert  opticians  will  fit  you  with  rimless  eyeglasses 
that  will  make  you  see  better  and  look  better.     Cost,  $1  to  $4. 
WILCOX  &  WARREN,  132  WALTHAM  AVE. 

The  first  three  words  are  selected  as  the  ones  containing 
the  selling  points  most  likely  to  attract  the  people  that  the 
advertisement  is  intended  to  interest;  and  these  are  given 
the  strongest  display.  The  body  matter  requires  no  display; 
therefore,  the  name  and  address  logically  follow  as  the  next 
most  important  features,  and  are  set  in  smaller  sizes  of  the 
style  of  type  used  for  the  heading.  Fig.  1  shows  a  repro- 
duction of  the  completed  layout  of  this  advertisement  and 
Fig.  2  shows  the  advertisement  as  set  up. 

5.  First  Step. — The  first  step  in  laying  out  an  adver- 
tisement is  to  map  out  the  full  size  (in  the  case  of  Fig.  1, 
the  size  was  13  picas  X  18  picas)  by  drawing  the  outline 
abed,  as  shown  in  Fig.  1.     When  an  advertisement  is  laid 
out  on  a  chart  like  the  I.  C.  S.  Chart,  the  lines  and  figures  on 
the  chart  show  the  size  desired,  and  no  memorandum  about 
size  is  necessary;   but  if  plain  paper  is  used  in  practical 
work,  a  memorandum  such  as  "3  inches,  single  column"  or 
"full  magazine  page"  should  be  put  on  the  layout.     In  prac- 
tical newspaper  work,  unless  a  certain  fixed  space  is  con- 
tracted for,   it  is  often  advisable  to  give  the  printer  some 
liberty  as  to  the  depth,  to  instruct  him  to  "set  3  or  4  inches 
single    column,"    or  to    "set   in    necessary    depth    in    style 
shown."     This  is   advisable  for  the  reason  that  it  is  not 
always  possible  to  make  exact  calculations. 

6.  Second  Step. — Decide  what  border  shall  be  used, 
and  then  fill  in  at  least  a  small  portion  of  it  as  near  the 


§  8  LAYOUTS  5 

proper  style  as  possible.  When  a  border  as  simple  as  the 
one  shown  in  Fig.  1  is  used,  it  is  well  to  fill  in  the  border  all 
around  the  advertisement.  If  a  border  is  to  be  plain  and 
light,  it  may  be  drawn  quickly  with  a  ruler  and  an  ordinary 
pencil;  if  it  is  to  be  heavy,  it  may  still  be  filled  in  quickly  by 
a  pencil  having  thick,  black  lead.  Filling  in  a  border  all 
around  the  advertisement  not  only  makes  the  layout  still 
clearer  to  the  printer,  but  gives  the  ad-writer  a  better  idea  of 


Save  Your 
Eyes 

Don't  put  off  wearing 
glasses  until  your  sight 
is  hopelessly  impaired. 
Attend  to  it  now  and 
avert  trouble  later. 

Our  expert  opticians 
will  fit  you  with  rimless 
eyeglassesthat  will  make 
you  see  better  and  look 
better.  Cost,  $i  to  $4. 


132  Waltham  Ave. 


FIG.  2 

Advertisement    set   up    according   to   layout 
illustrated  in  Fig.  1 

the  effect  that  the  border  will  lend  to  the  set-up  advertise- 
ment. If,  for  example,  the  ad-writer  merely  indicates  a 
small  portion  of  a  4-point,  plain  border — that  is,  does  not 
draw  it  all  around  the  advertisement — he  may  find  when  the 
matter  is  set  up  that  the  4-point  border  is  a  little  too  heavy 
for  that  particular  advertisement  and  that  a  3-point  border 
would  have  been  better.  A  waved  border  may  be  filled  in 
accurately  enough  by  drawing  a  heavy,  waved  pencil  line. 


6  LAYOUTS  §  8 

Where  ornamental  or  intricate  borders  are  to  be  used,  it 
would  not  pay  the  ad-writer  in  practical  work  to  take  the 
time  necessary  for  filling  the  entire  border;  though  if  the 
layout  were  one  that  the  writer  intended  showing  a  prospec- 
tive client,  it  might  be  worth  his  while  to  fill  in  even  an 
ornamental  border  all  around  the  advertisement,  for  it 
undoubtedly  makes  the  layout  a  better  picture  of  the  adver- 
tisement as  it  will  appear  when  set  up. 

After  indicating  the  border,  its  name  and  size  should  be 
written  on  the  layout  sheet,  as  shown  in  Fig.  1. 

7.  Third   Step. — Determine   the   width   of  the  longest 
display  line.     The  border  in  Fig.  1  is  6  points  wide.     Since 
this  border  is  used  on  each  side,  12  points  of  the  full  width 
is  given  up  to  border.     In  this  case,  the  ad-writer  decided  to 
have   a   6-point  blank  margin   at   each   end   of    the   longest 
display  line.     A  margin  of  6  points  on  each  side  gives  a 
total  of  12  points.     By  adding  this  to  the  12  points  occupied 
by  the  two  borders,  it  will  be  seen  that  24  points,  or  2  picas, 
is  taken  up  by  the  border  and  the  margin.    As  the  advertise- 
ment  is   13  picas  wide,  this  leaves  11  picas  as   the   width 
available  for  the  main  display  line. 

8.  Fourth    Step. — Indicate    the  depth  of    space  to  be 
occupied  by  display  lines.     The  space  for  the  first  line  of  the 
heading  in  Fig.  1  is  indicated  by  the  dotted  lines  /,  /,  which 
are  the  same  distance  apart  as  the  body  of  the  type  is  high 
(in  this  case,  30  points).    The  depth  of  space  for  the  second 
line  of  the  heading  is  indicated  in  the  same  manner.    A  little 
space  is  left  between  the  display  lines  and  also  between-  the 
display  lines  and  the  body  type. 

9.  Fifth  Step. — Show  what  space  is  to  be  occupied  by 
the  body  matter.     Usually,  the  most  practical  way  of  doing 
this  is  to  fill  the  space  with  parallel  pencil  lines,  being  care- 
ful to  draw  the  first  line  at  the  point  where  the  body  matter 
is  to  begin,  to  draw  the  last  line  where  the  body  matter  is  to 
end,  and  to  have  the  lines  show  clearly  the  width  desired  for 
the  body  matter,  as  shown  in  Fig.   1.     The  lines  here  are 
drawn  9  picas  wide,  which  makes  it  plain  to  the  printer  that 


§  8  LAYOUTS  7 

the  body  matter  is  to  be  set  to  a  measure  of  9  picas.  The 
body  matter  in  Fig.  1  is  to  be  set  24  points  narrower  than 
the  heading,  the  extra  white  space  thus  gained  being  dis- 
tributed equally  in  the  two  margins — 12  points  on  each  side. 
In  Fig.  1  there  is  a  margin  of  la  picas  of  white  space 
between  each  edge  of  the  body  matter  and  the  border. 

It  is  the  prevailing  practice  in  printing  offices  to  set  body 
matter  even  picas  wide;  and  since  few  offices  have  leads  cut 
to  half-pica  lengths,  it  is  better,  as  a  lule,  to  lay  out  body 
matter  an  exact  number  of  picas  wide;  that  is,  to  have  it  either 
9  or  10  picas  wide  rather  than  9i,  etc.  Fractions  of  picas 
should  go  into  the  margins.  When  necessary,  however,  body 
matter  can  be  set  in  half-pica  widths. 

The  measurements  of  the  advertisement  shown  in  Fig.  1 
are  given  here  in  detail  because  the  ad-writer  should  be 
familiar  with  such  typographical  matters.  In  practical  work, 
however,  it  is  not  necessary  to  instruct  the  printer  about 
minute  details,  such  as  space  at  the  ends  of  display  lines, 
etc.  A  well-executed  layout  will  show  these  details  clearly 
enough. 

10.  In  drawing  pencil  lines  to  indicate  the  space  to  be 
occupied  by  body  matter,  the  ad-writer  need  not  try  to  draw 
just  as  many  lines  as  there  will  probably  be  lines  of  set  type; 
this  would  be  impractical.  However,  he  should  strive  to  so 
line  the  space,  that  it  will  show  in  a  rough  way  the  strength 
of  the  set-up  body  type.  In  this  way  the  ad-writer  will  train 
his  eye  to  judge  display  effects  accurately.  In  Fig.  3  are 
shown  examples  illustrating  how  white  space  can  be 
"lined"  to  give  the  approximate  effect  of  various  sizes  of 
solid  and  leaded  body  type.  In  (b),  the  lines  are  drawn 
somewhat  heavier  than  in  (a),  so  as  to  show  the  effect  of 
heavier  body  type. 

Care  should  be  taken  not  to  draw  these  lines  wider  than  the 
body  matter  is  to  be  set;  that  is,  they  should  not  extend  into 
the  space  intended  for  margin.  A  ruler  will  aid  in  drawing 
them  accurately.  It  is  not  practical  to  try  to  show  these 
effects  except  in  an  approximate  way,  and  in  very  large 


8  LAYOUTS  §  8 

advertisements,  such  as  department-store  pages,  it  need  not 
be  done  at  all. 

In  the  case  of  large  advertisements,  a  dotted  line  should 
be  drawn  around  the  space  intended  for  body  type  (or,  at 
least  the  corners  of  the  space  should  be  indicated);  then 
double  arrows  should  be  inserted  to  show  the  width  still 
clearer  to  the  printer.  A  dotted  line  is  better  than  a  plain 
line,  for  the  reason  that  the  printer  may  think,  from  a  plain 
line,  that  a  light  rule  is  wanted.  This  method  of  showing 


(b) 


'(c)    '  (d) 


space  for  body  type  by  means  of  dotted  lines  and  double 
arrows  is  shown  in  Fig.  4. 

The  size  and  name  of  the  body  type  to  be  used  and  the 
width  of  body  matter  should  be  written  on  the  right-hand  side 
of  the  advertisement,  as  shown  in  Fig.  1.  While  the  pencil 
lines  show  the  width  of  the  body  matter,  the  written  direction 
to  the  printer  makes  the  ad-writer's  wish  doubly  clear.  It  is 
not  necessary  to  specify  how  wide  the  display  type  shall  be 
set,  as  the  lettering  on  the  layout  should  show  this  clearly 
enough.  The  directions  should  make  it  clear  whether  the 
body  type  is  to  be  set  solid  or  leaded. 


§  8  LAYOUTS  9 

The  body  matter  of  general  and  retail  advertisements  is 
usually  set  in  either  8-point  or  10-point;  6-,  5i~-,  and  5-point 
are  used  freely  for  mail-order  advertisements. 

11.  Sixth  Step. — Letter  in  all  display  lines  lightly; 
then  decide  whether  the  general  display  plan  of  the  adver- 
tisement is  well  proportioned  and  whether  each  part  stands 
out  distinctly  and  still  is  not  so  far  separated  from  surround- 
ing parts  as  to  make  the  advertisement  appear  disjointed. 
If  the  arrangement  appears  satisfactory,  letter  in  all  display 
lines  carefully,  specifying  in  the  right-hand  margin  of  the 
layout  the  sizes  and  names  of  types  to  be  used.  Remember 


22P/COS    " 


that  a  small  space  should  be  left  between  the  bottom  edge 
of  all  letters  (except  the  drop  letters^,  /,  q,  and  y)  and  the 
line  indicating  the  lower  edge  of  the  body.  This  little  space 
is  to  allow  for  the  shoulder  of  the  type.  On  the  specimen 
pages  of  type  in  Type  and  Type  Measurements,  Part  2,  the 
printed  letters  show 'the  height  of  face,  while  the  heavy  ver- 
tical rules  at  the  right-hand  edge  of  each  line  of  type  show 
the  height  of  the  body.  Display  lines  must  be  hand-printed 
on  the  layout — not  written  in  the  script  style  of  penman" 
ship.  For  the  present,  the  lettering  must  be  made  as  near 
like  the  type  specified  as  possible.  After  proper  knowledge 


10  LAYOUTS  §  8 

of  types  is  obtained,  lettering  like  that  used  for  the  firm  name 
and  address  in  Fig.  1  will  be  accepted  for  all  display  lines. 

12.  In  lettering  in  display  lines,  it  will  be  well  to 
remember  that  the  face  of  the  type  does  not  equal  the  length 
of  the  body.  This  is  clearly  shown  in  Fig.  5,  which  illus- 
trates a  line  of  36-point  De  Vinne.  In  the  36-point  size  the 
body  of  the  type  is  one-half  inch  high.  In  the  figure,  parallel 
lines  are  drawn  to  show  the  height  of  the  body,  of  the  capital 
letters,  and  of  the  lower-case  letters.  The  capitals  and  such 
letters  as  /  and  /  measure  very  nearly  the  distance  from  a  to  c\ 
the  distance  from  b  to  c  represents  the  height  of  such  lower- 
case letters  as  #,  74,  etc.;  while  the  distance  from  b  to  d  rep- 
resents the  height  of  letters  like  g  and  y.  It  will  be  observed 
in  Fig.  5  that  such  letters  as  n  and  5  are  only  about  one- 
fourth  inch  high,  though  the  body  of  the  letter  occupies 
one-half  inch.  In  a  very  few  36-point  display  types,  the 


FIG.  5 

lower-case  letters  are  only  three-sixteenths  inch  high.  Pabst 
is  an  example  of  such  type.  When  learning  to  letter  in  dis- 
play type,  the  drawing  of  parallel  lines  like  those  shown  in 
Fig.  5  will  prove  of  assistance.  The  lines  can  be  drawn 
very  lightly  in  pencil. 

13.  The  careful  lettering  of  display  lines  is  required  at 
the  outset  for  two  reasons:  (1)  By  imitating  the  style  and 
size  of  type  to  be  used,  the  beginner  will  see  in  his  layout  a 
fair  picture  of  the  display  he  is  trying  to  get,  and  will  thus 
learn  to  use  space  intelligently;  and,  what  is  still  more 
important,  he  will  train  his  eye  to  see  what  is  good  display 
and  what  is  weak  display.  This  training  is  of  great  value 
and  is  essential  to  all  ad-writers  that  hope  to  turn  out 
attractive,  attention-compelling  advertisements.  (2)  When 
the  ad-writer  goes  out  into  the  practical  field  to  solicit  adver- 
tisement-writing work  from  advertisers,  he  will  find  the 


§  8  LAYOUTS  11 

ability  to  make  a  neat  layout  a  great  aid  to  him  in  con- 
vincing- the  advertisers  that  he  can  design  effective  displays. 
No  amount  of  oral  explanation  as  to  what  an  ad-writer 
would  or  could  do  in  the  way  of  designing  is  so  convincing 
as  a  neat  layout  that  the  ad-writer  himself  can  put  before  the 
advertiser  with  the  remark,  "Here's  the  kind  of  work  that  I 
would  do  for  you." 

Some  beginners  find  it  difficult  to  execute  lettering  that  is 
even  approximately  like  the  type  called  for;  these  persons 
should  at  least  see  that  their  lettering  is  about  as  heavy  or 
as  light  as  the  type  called  for,  so  that  it  will  show  about  the 
strength  of  the  display;  also,  that  it  occupies  the  depth  and 
the  width  of  the  type  letters  to  be  used. 

As  already  suggested,  when  the  ad-writer  has  obtained 
the  proper  knowledge  of  type  and  has  shown  that  he  can  do 
careful  lettering  when  required,  lettering  like  that  of  the 
firm  name  and  address  shown  in  Fig.  1  will  be  accepted.  This 
part  of  the  layout  will  then  require  much  less  time,  as  the 
relative  sizes  and  styles  of  the  different  faces  of  type  will 
then  be  fixed  in  the  mind. 

Until  the  beginner  is  capable  of  writing  the  proper  amount 
of  copy  for  a  given  space,  he  should  write  on  his  layouts,  as 
in  Fig.  1,  the  dimensions  of  the  body  space  and  the  number 
of  words  of  copy  required  to  fill  it;  he  should  also  be  careful 
in  preparing  copy  to  write  about  the  number  of  words 
required.  In  practical  work  it  is  not  necessary  to  put  this 
memorandum  on  the  layout. 


OTHER  DIRECTIONS  TO  BE  OBSERVED 

14.  Arranging  Copy  for  Layout. — Copy  for  small 
advertisements  may  be  written  in  black  ink  on  the  chart 
with  the  layout,  just  as  is  shown  in  Fig.  1,  but  copy  for 
large  advertisements  must  be  written  on  separate  sheets  of 
paper  and  then  attached  to  the  proper  charts.  Never  write 
the  entire  copy  inside  the  layout  unless  there  is  so  little  of  it 
that  it  can  be  written  there  with  perfect  legibility,  as  in  case 
of  a  layout  for  a  poster,  street-car  card,  etc. 

204-27 


12  LAYOUTS  §  8 

15.  The  copy  should  always  be  complete  in  itself.     No 
matter  if  heads,  prices,  name  and  address,  etc.  appear  on  the 
layout,  they  should  be  repeated  in  the  copy.     Then,  if  the 
layout  should  become  lost,  the  printer  will  at  least  have 
complete  copy.     If  subheads  are  put  on  the  layout  and  not 
in   the  copy,   the  printer,   interested  in  his  work,   may   go 
ahead   and   set  the   body  matter  without  noticing  the  sub- 
heads, and  then  have  to  make  delaying  changes.     The  lay- 
out   should    be    considered    merely    as    a    guide     to    the 
typographical  style  desired — never  as  copy.     The  only  excep- 
tion to  this  is  where  there  is  so  little  copy  that  it  may  all  go 
in  the  layout  with  perfect  legibility.     But,  while  the  layout 
is  not  regarded  as  copy,  care  should  be  taken  to  see  that 
there  are  no  inconsistencies  between  it  and  the  copy.     If 
there  is  a  difference  between  the  wording  of  a  heading  on 
the    layout    and    the   corresponding  head  in  the  copy,   the 
printer  may  be  perplexed. 

16.  Numbering  Copy  and  Layout. — When  the  adver- 
tisement is  complicated  or  is  divided  into  sections,  or  panels, 
the  various  divisions  of  the  copy  should  be  numbered  or 
lettered  in  consecutive   order,    and    the    same    numbers    or 
letters    should    be    given    to    the    corresponding    sections, 
or  panels,  of  the  layout.     This  will  prevent  any  misunder- 
standing on  the  printer's  part  and  will  greatly  assist  him  in 
his  work.     The  desired  arrangement  of  the  copy  will  be  still 
clearer  if  the  heading  or  the  opening  of  each  section  of  the 
copy  is  lettered  in  its  correct  position  on  the  layout. 

17.  Specifying  Styles  and  Sizes  of  Type. — It  is  best, 
for  some  time  at  least,  for  the  beginner  to  specify  on  the  lay- 
out the  sizes  and    styles    of   type   he    intends   to   use    for 
important   display   lines.     This    is   required    so    that    good 
judgment  in  the  matter  of  selecting  type  may  be  developed 
and  in  order  that  poor  selections  may  be  corrected.     But 
whether  sizes  and  styles  of  type  should  always  be  specified 
in  practical  work  depends  on  the  ad-writer,  the  printer,  and 
other   conditions.     If  the  ad-writer  is  thoroughly  familiar 
with  type  styles  and  faces,  knows  what  type  the  printer  has, 


§  8  LAYOUTS  13 

and  is  dealing  with  a  printer  that  uses  poor  judgment  in 
selecting  advertising  types,  he  should  specify  sizes  and 
styles  for  all  important  parts  oi  the  advertisement.  When  deal- 
ing with  a  printer  that  exercises  superior  judgment  in  select- 
ing types,  the  ad-writer  will  often  find  it  more  practicable 
merely  to  letter  in  a  display  line  in  about  as  strong  a  letter  as 
he  would  like  to  have  used  and  let  the  printer  decide  which 
of  his  styles  of  type  will  come  nearest  to  giving  the  desired 
strength.  Of  course,  if  the  ad-writer  knows  exactly  what 
style  of  type  he  wants — that  is,  has  a  decided  preference  for 
Caslon,  Cheltenham,  or  some  other  particular  type — and 
knows  that  the  printer  has  it  in  stock,  he  will  do  well  to 
specify  the  style  and  he  also  may  specify  the  size  of  the 
type.  If  he  is  not  sure  that  the  printer  has  that  particular 
type,  he  can  make  his  direction  read  like  this:  "Use  some- 
thing like  Cheltenham  Bold,"  or  "Use  Post  Condensed  or 
the  nearest  face  you  have."  This  gives  the  printer  a  little 
liberty,  and  he  will  usually  do  the  best  he  can.  Unless  a 
printer  has  shown  himself  incapable  of  using  good  judg- 
ment, the  ad-writer  will  be  safe  in  letting  him  select  the 
size  of  type  to  be  used  for  a  line  like  the  address  in  Fig.  1. 
Any  sensible  printer  will  see  from  a  layout  like  Fig.  1  that 
the  ad-writer  wishes  used  for  the  address  a  size  that  is  some- 
what smaller  than  the  10-point  used  for  the  name. 

18.  The  methods  of  specifying  styles  and  sizes  of  type 
followed  by  department-store  ad-writers  vary.  Some  writers 
in  practical,  e very-day  work,  specify  sizes  and  styles  for 
almost  everything,  leaving  little  to  the  discretion  of  the 
printer.  Others  prepare  complete  layouts,  but  allow  the 
printer  liberty  in  selecting  the  proper  sizes  for  displays.  In 
one  respect,  the  practice  may  be  said  to  be  almost  uniform 
among  careful  writers,  that  is,  of  specifying  the  size  for  body 
matter,  and  of  specifying  the  style  for  it  where  the  writer  has 
a  decided  preference.  The  reason  for  this  is  twofold:  (1) 
The  ad-writer  must  decide  about  the  size  in  order  to  have 
the  right  amount  of  copy  for  the  space,  and  (2)  it  does  not 
mean  a  great  deal  of  work  to  change  a  line  of  display  that 


14  LAYOUTS  §  8 

the  proot  shows  to  be  unsatisfactory,  but  to  change  the  body 
matter  usually  means  resetting  most  of  the  advertisement. 
Therefore,  the  ad-writer  may  hold  to  the  general  rule  of 
specifying  the  size  of  body  type. 

19.  If  the  ad-writer  wishes  the  printer  to  follow  the  style 
of  setting  of  some  advertisement  that  has  been  published, 
an  easy  way  of  giving  directions  is  to  furnish  a  clipping  of 
the  published  advertisement   along  with  the  copy  and  direct 
the  printer  to  "Follow  this  Style."     The  clipped  advertise- 
ment will  in  such  a  case  take  the  place   of  a  layout  and  may 
save  15  or  20  minutes  of  the  ad-writer's  time  on  a  busy  day. 

20.  Where  an  ad-writer  is  dealing  regularly  with  a  news- 
paper or  other  printing  office,  he  should  make  it  his  business 
to  find  out  what  styles  and  sizes  of  type  the  office  has.     Then, 
when  he  wishes  to  give  specific  directions,  he  can  do  so  with 
the  feeling  that  it  will  be  possible  for  them  to  be  carried  out. 
Some  enterprising  newspapers  issue  type  books  that  show 
their  full  assortment  of  types  and  borders. 

21.  Proper  Place  for  Writing  Directions. — In  large 
advertisements  the  sizes  and  styles  of  type  for  both  display 
and  body  matter  should  be   marked  in  the  margins  of  the 
copy  sheets  as  well  as  on  the  layout,  in  order  to  make  it  cer- 
tain that  the  printer  cannot  go  wrong.     In  advertisements 
like  department-store  announcements,  only  the  more  impor- 
tant display  lines  need  be  indicated  on  the  layout,  the  neces- 
sary directions    for  the  minor  displays  being  given  in  the 
copy  only. 

If  the  printer  thoroughly  understands  the  style  of  adver- 
tisement used  by  an  advertiser,  such  as  a  large  retailer  using 
space  daily,  it  may  be  sufficient  to  give  only  a  general  state- 
ment as  to  sizes  and  styles  to  be  used.  The  following  will 
serve  as  an  illustration: 

All  display  lines,  in  John  Hancock  or  in  John  Hancock 

Condensed. 

Heading,  in  72-point;  firm  name,  in  60-point. 
Heading  of  panels  1-10,  inclusive,  in  36-point. 


§  8  LAYOUTS  15 

11-15,  inclusive,  and  18-22,  inclusive,  in  30-point;  head- 
ings of  remaining  panels,  in  18-point, 
General  introduction,  in  14-point. 
Panel  introductions,  in  10-point. 
Items,  in  8-point. 
Lists  in  panels  11-15  and  18-22,  in  6-po.int. 

In  offices  where  the  same  compositors  set  the  advertiser's 
copy  day  after  day,  they  should  be  able  to  give  what  is 
wanted  with  even  fewer  directions  than  the  foregoing. 

22.  Method  of  Determining  the  Size  of  Display 
Type. — The  following  method  of  determining  the  size  of 
type  to  specify  for  display  is  only  approximate,  but  it  will 
serve  all  practical  purposes: 

1.  Measure  the  width  of  the  space  between  the  inside 
edges  of  the  border,   allowing  for  the  spaces  between  the 
ends  of  the  longest  display  line  and  the  border.     For  exam- 
ple, in  Fig.  1,  the  distance  between  the  inside  edges  of 
border  is  12  picas.     Subtracting  the  6  points  of  space  at 
each  end  of  the  words  "Save  Your"  leaves  11  picas.     Hence, 
a  size  of  type  must  be  specified  that  will  permit  these  two 
words  to  be  set  in  a  line  11  picas  long. 

2.  Count   the  number  of   letters  in  the   longest  display 
line,   reckoning  each  space  between  words  as  one    letter. 
In  Fig.  1,  the  total  number  of  letters  is  nine — two  capitals, 
six  lower-case  letters,  and  one  space. 

3.  Refer   to    Type  and   Type  Measurements,    Part  2,   and 
measure  the  length  of  line  occupied  by  the  proper  number 
of  letters  of  a  size  of  type  that  appears  to  be  appropriate, 
for  the  advertisement.    Post  Condensed  is  called  for  in  Fig.  1. 
Type  and  Type  Measurements,  Part  2,  shows  that  the  space 
occupied  by  two  capitals  and  seven  lower-case  letters  of  the 
30-point  size  of  Post  Condensed  is  about   10  picas.     This  is 
inside  the  limit  of  11  picas,  so  this  size  of  type  is  specified. 
If   30-point    Post  Condensed  had  proved  to    be   too  large, 
it  would  have  been  necessary  to  use  either  a  smaller  size  of 
this  series  or  some  other  style  of  type.     In  setting  up  the 
advertisement  laid  out  in  Fig.  1,  the  printer,  not  having  Post 
Condensed,  substituted  Blanchard  Condensed,   which  is  so 


16  LAYOUTS  §  8 

much  like  Post  Condensed  that  few  people  can  tell  them 
apart.  As  already  suggested,  it  is  not  necessary  in  practical 
work  to  give  attention  to  minute  details  such  as  counting 
letters  to  see  what  size  of  type  will  go  in  a  given  space. 
If,  in  practical  work,  a  strong  letter  is  shown  on  the  layout 
and  Post  is  called  for,  the  printer  will  select  the  proper  size 
of  Post  or  will  use  the  nearest  size  he  has  if  Post  is  not 
available.  The  object  of  requiring  the  beginner  to  pay 
close  attention  to  such  matters  is  to  train  him  to  be  a  good 
judge  of  styles  and  sizes  so  that  he  will  not  expect  a  wide 
letter  like  Post  to  be  used  in  a  space  where  there  is  room 
for  only  a  narrow  letter  like  Cheltenham. 


LAYOUTS  FOR  COMPLEX  ADVERTISEMENTS 

23.  The  various  steps  in  the  laying  out.  of  a  simple 
advertisement  having  been  discussed,  attention  will  now  be 
directed  toward  the  laying  out  of  larger  and  more  complex 
copy.  The  copy  for  a  full-page  magazine  advertisement 

follows: 

'The  Road  of  Opportunities" 

SEABOARD  AIR  LINE 

reaches  the  important  towns  and  cities  of  the  best  portions  of  the 
Southern  States,  and  will  cordially  cooperate  with  capitalists,  manu- 
facturers, miners,  stockmen,  fruit  growers,  and  farmers,  in  developing 
the  almost  countless  opportunities  that  exist  along  its  line  for  the 
profitable  investment  of  capital  and  brains. 

On  the  Seaboard  Air  Line  Railway,  coal  mines  are  in  operation, 
while  other  deposits  simply  await  the  magic  hand  of  capital;  numerous 
water-powers  varying  from  a  few  hundred  horsepower  to  one  hundred 
and  fifty  thousand  horsepower  have  been  and  are  now  being  developed 
along  electrical  lines;  and  this  assurance  of  cheap  and  constant  power 
offers  exceptional  advantages,  in  connection  with  the  other  induce- 
ments we  can  make,  for  the  location  of  textile  mills. 

High-Grade  Limestones,  together  with  shales  and  clays,  exist  in 
unlimited  quantities  convenient  to  these  water-power  developments 
and'should  command  immediate  attention  from  the  manufacturers  of 
Portland  cements,  carbolite,  or  calcium  carbide.  Tests  have  been 
made  for  us  by  experts,  and  these  tests  show  that  the  shales  and  clays 
will  make  exceptionally  good  sewer-pipe  conduits  (there  isn't  a  conduit 
plant  in  the  South) ,  vitrified  paving,  and  common  building  brick. 


-I  l?l  I  I  I  I  I  I  Ill  Mill!  M? 


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Hill 


§  8  LAYOUTS  17 

Various  Other  Minerals,  such  as  copper,  gold,  graphite,  barite, 
feldspar,  fluorspar,  kaolins,  mica,  slate,  and  pyrites,  have  been  located 
by  the  Industrial  Department  of  the  Seaboard  Air  Line;  details  can 
be  secured  by  asking. 

Enormous  Deposits  of  Iron  Ores,  both  red  and  brown,  as  well 
as  the  highest  grade  of  manganese  ores,  with  limestone  and 
coal  convenient,  are  to  be  had  on  our  Atlantic  and  Birming- 
ham Division  and  offer  special  attractions  for  the  establish- 
ment of  furnaces,  foundries,  machine  shops,  car-wheel 
plants,  and  similar  industries. 

For  additional  information,  illustrated  literature 
and  lists  of  properties,  mail  the  coupon  8^°  ^  gEA_ 

J.  W.  WHITE,  Gen'l  Industrial  Agent  -y 

^  BOARD 

Portsmouth,  Virginia  ^  AlR  LmE 

Or  H.B.  BINGHAM,  A.G.I. A.,  Atlanta,  Ga.        &*  RAILROAD 

<£••  Portsmouth,  Va. 

^          Please  send  me  the 

booklet  descriptive  of 

{Copy  for  Coupon  MS-}  the    Industrial    Advan- 

tages along  the  line  of  the 
Seaboard  Air  Line  Railroad. 

Name 

Address 

24.  This  copy  is  more  difficult  to  lay  out  than  the  simple 
advertisement  shown  in  Fig.  1,  because  this  layout,  Fig.  6, 
deals  with  several  subsidiary  display  points,  among  which 
are:   (1)   the  quotation  at  the  head;   (2)  the  method  of  using 
two  sizes  of  type  for  main  display  lines;   (3)   setting  the 
introductory  matter  in  larger  bold-face  body  type;   (4)  the 
method  of  displaying  run-in  side  headings;  »(5)  using  extra 
space  between  paragraphs  to  strengthen  each  subhead;  and 
(6)  the  method  of  laying  out  a  coupon. 

A  comparison  of  the  copy  with  the  layout  will  show  clearly 
how  each  feature  is  taken  care  of.  Note  that  in  Fig.  6  the 
opening  words  of  the  paragraphs  were  lettered  on  the  layout. 
This  makes  it  very  plain  to  the  printer  where  each  paragraph 
is  to  go.  Note  also  that  the  printer  is  told  that  he  may  use 
other  type  in  case  he  does  not  have  Post  and  Bookman. 
Fig.  7  shows  this  advertisement  as  it  appears  when  set  up. 

25.  Layouts  for  still  larger  advertisements    should   be 
made  in  a  manner  similar  to  that  just  described.     First,  lay 


18 


LAYOUTS 


out  the  general  display  elements;  then  the  panels  and  minor 
elements.  If  a  certain  group  of  panels,  or  sections,  is  prac- 
tically uniform  as  to  display  plan,  it  will  be  necessary  only 
to  lay  out  in  detail  one  panel  of  the  group,  marking  the 
others,  "Follow  layout  of  panel  No.  3,"  or  whatever  its 
number  is. 

All  sections  of  a  layout  for  a  large  advertisement  should 
be  numbered  or  lettered  consecutively,  so  that  they  can  be 
easily  referred  to  by  the  same  numbers  or  letters  on  the 
copy.  The  lettering  in  of  a  few  opening  words  on  each 
section  of  the  layout,  as  shown  in  Fig.  6,  makes  the  work 
still  plainer. 


DEALING  WITH  THE  PRINTER 

26.     Relation    Between     Printer    and     Ad-Writer. 

Much  of  the  misunderstanding  and  hard  feeling  that  some- 
times arises  between  the  ad-writer  and  the  printer  could  be 
avoided  if  the  ad-writer  had  a  fair  knowledge  of  the  com- 
positor's work.  Both  men  are  specialists  dealing  with  print- 
ing, but  from  different  points  of  view,  and  the  best  results 
can  be  obtained  only  when  there  is  cooperation  and  harmony 
between  them. 

The  ad-writer  should  keep  constantly  before  him  the  fact 
that  the  printer  has  worked  at  his  trade  for  years  and  is 
therefore  in  a  position  to  make  good  suggestions.  The 
printer  knows  the  scope  and  restrictions  of  type,  borders, 
etc.,  and  for  this  reason,  if  for  no  other,  should  receive  care- 
ful attention  when  he  advises  the  ad-writer  concerning  the 
laying  out  of  an  advertisement.  If  strict  orders  were  given 
the  printer  to  follow  the  layout  literally,  many  an  advertise- 
ment would  be  rendered  laughable  through  the  lack  of 
technical  knowledge  and  the  carelessness  or  forgetfulness  of 
the  ad-writer.  Of  course,  the  printer  is  paid  to  follow  direc- 
tions, and  he  will  follow  them  to  the  letter  if  the  ad-writer 
insists,  provided  the  rules  of  the  office  are  not  infringed;  but 
the  better  way  is  to  allow  a  little  liberty  in  the  minor  details. 
In  this  way  the  ad-writer  will  receive  the  benefit  of  the 


§8  LAYOUTS  19 

printer's  knowledge  and  will  get  better  display.  If  he 
insists  arbitrarily  in  all  cases,  against  the  advice  of  the 
printer,  on  having  the  layout  strictly  followed,  the  ad-writer 
is  certain  to  receive  some  disappointing  results. 

It  is  advisable  to  consult  the  printer  about  a  doubtful  point 
in  a  layout  for  an  advertisement  or  in  regard  to  a  com- 
bination of  colors  and  stock  for  a  folder,  etc.  whenever 
necessary.  Many  a  useful  bit  of  information  can  be  obtained 
in  this  way,  and  perhaps  some  bad  slips  will  be  avoided. 
By  securing  the  printer's  'cooperation,  much  better  results 
will  be  secured,  not  only  because  of  his  broad  knowledge  of 
printing,  but  also  because  he  will  take  more  pride  in  his 
work  and  thus  give  better  service.  • 

27.  Sending  Copy  to  the  Printer. — Copy  for  adver- 
tisements  should  be  placed  in  the   printer's   hands    early, 
so  that   he    can  set  it  up  and  submit  proofs  for  "O.  K." 
without    rushing.     A    rush    job    is    seldom    satisfactory    to 
either  ad-writer  or  printer.     If  copy   is   received  too   late, 
the    advertisement  will  be   left   out   of   the   paper   entirely. 
Most  publishers   set    a  form-closing   time.     In    the    case    of 
magazines,  it   is   a   certain  day  of   the  month;   in  the  case 
of  daily  papers,  it  is  a  certain  hour  of  the  day.     After  time 
is  up,  no  copy  will  be  accepted  for  the  issue  to  which  the 
form-closing  time  applies. 

28.  Duplicate  Copy  for  Mediums. — The  most  com- 
mon form  of  copy  is  manuscript,  but  in  case  it  is  desired  to 
have  an  advertisement  appear  in  several  mediums  in  identic- 
ally the  same  form,  advantage  may  be  taken  of  one  of  the 
processes  of  duplicating  type  matter. 

The  retail  advertiser  may  instruct  the  first  newspaper  that 
receives  the  copy  to  send  a  matrix,  or  "mat"  (a  papier- 
mache"  impression,  or  mold,  made  from  the  type  after  it  has 
been  set  up  and  approved)  to  the  other  papers  in  which  the 
advertisement  is  to  appear;  or  he  may  ask  that  the  matrix 
be  made  and  direct  the  other  papers  to  send  for  it.  The 
advertisement  is  then  reproduced  by  stereotyping.  In  some 
cities,  however,  the  rules  of  the  typographical  union  forbid 


20  LAYOUTS  §  8 

this  practice,  because  it  makes  less  composition  work  and 
thus  takes  away  part  of  the  compositor's  employment. 

If  copy  is  sent  in  ahead  of  time,  an  extra  proof  may  be 
secured,  which  will  serve  as  copy  for  a  second  newspaper; 
or,  if  the  advertiser  is  using  a  morning  paper  and  an  evening 
paper  in  the  same  city,  he  may  give  copy  to  one  and 
instruct  the  other  to  copy  the  published  advertisement. 

29.  General  and  mail-order  advertisers,  when  sending 
copy  to  a  list  of  newspapers,  also  use  matrices,  flat  stereo- 
types, or,  it  may  be,  some  other  kind  of  plate.     Sometimes 
they  simply  furnish  a  proof  and  require  the  newspaper  to 
set  the  advertisement.     The  latter  method  is  sometimes  a 
little  risky,  for  the  general  or  mail-order  advertiser  does  not 
know  ordinarily  what  type  a  newspaper  in  a  distant  city  has, 
and  if  its  assortment  is  poor,  the  reset  advertisement  may 
not  be  entirely  satisfactory.     When  sending  duplicate  copy 
to    magazines,   advertisers    ordinarily   use    electrotypes,   as 
magazines  have  no  facilities  for  stereotyping.     If  an  adver- 
tisement is  all  type,  that  is,  one  containing  no  illustrations, 
original  copy  may  be  sent  to  one  magazine  with  instructions 
to    set  it  up  and  to  furnish  a  half  dozen  proofs.     These 
proofs  may  be  used  as  copy  for  other  magazines. 

The  use  of  electrotypes  insures  uniformity  and  saves  the 
publishers  the  time  and  expense  of  setting  the  advertise- 
ment, submitting  proof,  etc.  In  a  few  instances,  as  in  the 
case  of  the  Saturday  Evening  Post  and  some  other  high- 
grade  magazines,  advertisements  are  always  set  to  conform 
to  a  standard  style,  whether  electrotypes  are  furnished 
or  not. 

Electrotypes  and  stereotypes  are  explained  in  detail  in 
another  Section.  This  Section  does  not  require  a  full 
understanding  of  these  two  kinds  of  printing  plates. 

30.  Conditions    in    Small    and    Large    Printing 
Offices. — The  same  results  should  not  be  expected  from 
a  small  printing  office  as  from  a  large  one.     A  small  office, 
particularly  if   located  in  a  small  town,   will  have  only  a 
limited  supply  of  type  and  other  material,  and  sometimes  the 


§  8  LAYOUTS  21 

display  types  are  old  styles.  In  dealing  with  such  an  office, 
the  ad-writer  should  make  special  efforts  to  get  good  results 
with  limited  resources.  He  should  pick  out  the  best  faces 
of  type  and  borders  for  his  advertisements,  and  should 
endeavor  to  get  the  printer  to  follow  his  ideas  as  closely  as 
possible.  Sometimes  the  printer  is  so  accustomed  to  setting 
up  advertisements  without  instructions  and  according  to  his 
own  ideas  of  display  that  he  is  reluctant  to  follow  sugges- 
tions or  even  to  follow  layouts.  However,  by  the  use  of 
tact,  it  is  possible  to  get  good  results. 

In  the  large  newspaper  plants  and  in  high-grade  magazine 
offices,  a  good  assortment  of  modern  type  and  borders  will 
be  found.  There  will  also  likely  be  broader  views  with 
regard  to  cooperating  with  the  advertising  man,  the  careful 
following  of  layouts,  and  so  on.  On  the  other  hand,  the  large 
newspaper  and  magazine  offices  will  be  found  to  have  more 
regulations  and  restrictions  about  the  setting  of  advertise- 
ments, the  use  of  heavy  type,  the  closing  of  forms,  and 
many  other  details. 

If  at  all  possible,  therefore,  the  ad-writer  should  make  it  a 
point  to  study  conditions  as  they  exist  in  the  office  of  the 
publication  he  is  dealing  with.  In  local  advertising,  this  is 
entirely  practicable  through  visits  to  the  plant  and  through 
talks  with  the  foreman  of  the  composing  room.  With  out- 
of-town  publishers,  the  ad-writer  will  have  to  be  governed 
largely  by  his  general  knowledge  of  printing  and  printing- 
house  conditions,  v 


PROOF-READING 


PROOFS  AND  PLANS  OF  READING 

1.  Methods  Followed  by  the  Printer. — When  adver- 
tising copy  is  received  by  the  publisher,  it  is  sent  to  the 
foreman  of  the  composing  room.     If  the  advertisement  is 
small,  the  foreman,  after  looking  over  the  copy  to  see  that 
directions    are   clear,    will    give   it   to   a   compositor;    if  the 
advertisement  is  large,  however,  the  copy  will  be  given  out 
in  small  divisions,  called  takes,  to  a  number  of  compositors. 
In  large  newspaper  offices,  certain  compositors  are  usually 
assigned  to  each  department-store's  work,  the  reason  being 
that  a  compositor  familiar  with  the  style  of  a  store's  adver- 
tisements can  do  better  and  faster  work  than  another  could 
do.     As  each  compositor  sets  the  copy  assigned  to  him,  he 
places  the  type  matter  on  a  shallow  brass  receptacle  having  a 
flat  bottom  and  raised  edges  on  three  sides,  called  a  galley, 
heading  his  take  with  his  name  or  slug  number,  to  identify  it 
and  to  enable  him  to  receive  proper  credit.     In  case  one  com- 
positor sets  the  display  and  others  set  the  body  matter,  the 
different  parts  are  assembled  on  the  same  galley  in  their 
proper  relation  to  one  another  before  the  first  proof  is  taken. 
The  body  matter  of  large  advertisements  is  often  set  on 
typesetting  machines. 

2.  When  the  galley  has  been  filled,   it  is  taken  to  the 
hand-press  and  a  proof  of  the  type  is  "pulled."     This  proof, 
together  with  the  copy,  is  then  sent  to  the  proof-reader  of 
the  office,  who,  with  the  assistance  of   a  copy-holder,  reads 

COPYRIGHTED   BY  INTERNATIONAL  TEXTBOOK  COMPANY         ENTERED  AT  STATIONERS'   HALL.   LONDON 


2  PROOF-READING  §9 

and  compares  the  proof  word  for  word  with  the  manuscript, 
and  marks,  as  he  proceeds,  all  typographical  errors.  The 
proof  with  these  errors  marked  on  it  is  called  by  printers 
the  office  proof.  This  proof  is  not  usually  sent  to  the 
ad-writer,  or  "author"  (a  printer's  term  for  all  writers  of 
copy),  but  is  given  to  the  compositors  in  order  that  the 
mistakes  may  be  corrected  before  either  manuscript  or  proof 
is  allowed  to  leave  the  office. 

After  the  corrections  have  been  made,  another  proof  is 
taken,  which,  after  being  compared  with  the  office  proof,  to 
make  sure  that  all  compositors'  errors  have  been  properly 
rectified,  is  sent,  together  with  the  copy,  to  the  author. 
This  proof,  technically  known  as  the  first  proof,  is  often 
stamped  with  the  date  and  the  words  Official  proof  or  Author's 
proof. 

If  a  subsequent  proof  is  required  by  the  ad-writer,  or 
author,  it  is  called  a  second,  or  revised,  proof.  In  catalog 
and  booklet  work,  second  proofs  are  usually  arranged  in  page 
form,  and  are  then  known  as  page  proofs. 

3.     Importance    of    Reading    Proof    by    Ad-Writer. 

In  studying  proof-reading  methods,  it  should  be  remembered 
that  there  is  great  difference  in  the  service  given  by  pub- 
lishers. Small  newspaper  offices  often  have  no  regular 
proof-reader;  in  such  a  case,  proof  will  be  read  by  one  com- 
positor acting  as  proof-reader  and  another  acting  as  copy- 
holder, or  reader.  Large  newspaper  offices  have,  as  a  rule, 
a  competent  proof-reading  force,  as  have  also  all  the  promi- 
nent magazine  printing  offices. 

In  daily  newspaper  advertising,  there  is  usually  so  little 
spare  time  that  the  ad-writer,  after  receiving  the  first  proof 
of  his  advertisement,  should  make  any  necessary  changes, 
indorse  the  proof  O.  K.  as  corrected  or  O,  K.  when  indicated 
changes  are  made,  and  return  it  immediately  without  asking 
to  see  a  second,  or  revised,  proof.  If  no  changes  are  neces- 
sary on  the  first  proof,  the  notation,  or  indorsement,  should 
be  just  the  two  letters  O.  K.,  followed  by  the  writer's  name 
or  his  initials. 


§  9  PROOF-READING  3 

Even  if  there  are  several  important  corrections,  the 
ad-writer  can  safely  trust  a  capable  composing  room  to 
attend  to  the  changes.  It  would  be  a  hardship  if  newspaper 
publishers  had  to  submit  second  proofs  of  a  great  many  of 
the  advertisements.  In  fact,  where  advertisements  are  small 
and  the  composing  rooms  know  the  style  desired  by  the 
advertiser,  many  publishers  ask  that  they  be  allowed  to 
publish  without  submitting  any  proofs.  Some  newspapers 
render  high-grade  service  on  arrangements  of  this  kind, 
seldom  making  a  mistake  of  any  consequence.  But  such  a 
plan  requires  exceedingly  careful  preparation  of  copy  and 
layout,  a  very  capable  composing  room,  and  careful  proof- 
reading service  in  the  office  of  the  paper. 

It  is  much  better  with  advertisements  of  any  reasonable 
size  to  see  at  least  one  proof,  even  if  it  does  require  much 
messenger  service;  for  it  is  comparatively  easy  for  a  decimal 
point  to  become  misplaced,  making  $1.00  out  of  $100,  or  for 
an  unusual  word  of  some  kind  to  be  spelled  wrong.  Besides, 
plain  print  has  a  frank  way  of  revealing  mistakes,  and  no 
matter  what  care  an  ad-writer  may  use  in  preparing  copy,  he 
will  often  see  in  the  proof  something  that  should  be  changed. 
Furthermore,  it  should  be  remembered  that  where  there  is 
one  first-class  printing  office,  there  are  a  number  of  poor 
ones,  and  it  is  never  entirely  safe  to  trust  any  but  a  high- 
grade  office  to  publish  an  advertisement  without  submitting 
proof. 

4.  Galley-Proof  Plan. — Some  department  stores  fol- 
low the  method  of  sending  copy  to  the  printer  a  little  at  a 
time  and  getting  galley  proofs  of  the  matter,  with  which 
a  "proof  layout"  is  made.  Where  this  plan  is  followed,  it  is 
better  to  ask  the  newspaper  for-duplicate  proofs  and  to  cut  a 
set  of  these  duplicates  apart  and  paste  them  on  a  large  sheet 
in  the  way  that  the  advertisement  is  to  appear.  If  the 
original,  or  official,  proof  is  cut  up,  it  is  not  so  easy  to  make 
the  corrections  desired.  The  reason  for  this  is  that  type  is 
corrected  while  in  the  galleys.  When  the  galley  proof  is 
returned  uncut  it  is  easy  to  find  the  type  from  which  the  proof 


4  PROOF-READING  §  0 

was  taken;  when  the  proof  is  cut  apart,  it  is  troublesome  to 
find  the  type.*  Therefore,  all  changes  and  corrections 
should  be  written  on  the  official  galley  proof.  If  there  are 
not  many  changes,  the  advertising  manager  marks  the  official 
proofs  O.  K.  as  corrected  or  O.  K.  when  indicated  changes  are 
made,  and  returns  them  with  the  proof  layout.  Some  stores 
prefer  to  see  a  revised,  or  second,  proof  of  the  advertisement 
in  completed  form,  in  which  case  the  advertising  manager 
marks  the  official  proof  Revise  or  Submit  revised  proof  and 
signs  his  name. 

If  copy  is  well  written  and  a  careful  layout  is  made,  there 
should  be  no  occasion  in  newspaper  advertising  for  a  second, 
or  revised,  proof.  The  reason  that  some  large  stores  follow 
the  plan  described  in  the  preceding  paragraph  is  because 
they  do  not  furnish  a  complete  layout  in  the  first  instance. 
They  may  not  be  able  to  get  all  the  copy  ready  at  one  time, 
and  may  be  in  doubt,  until  copy  is  written,  as  to  what  amount 
of  space  will  be  given  to  a  certain  department.  They  there- 
fore follow  the  rather  loose  method  of  sending  copy  along 
as  they  get  it  and  of  making  up  a  layout  with  the  proof.  By 
this  plan,  however,  they  sometimes  have  too  much  matter 
set,  have  to  "kill"  four  or  five  dollars'  worth  of  composition, 
and  often  make  necessary  the  sending  of  a  second  proof. 
Whenever  possible,  a  complete  layout  should  be  made  and 
sent  with  the  first  instalment  of  the  copy;  then  the  composi- 
tor can  go  ahead  intelligently,  even  if  the  copy  does  come  in 
several  instalments. 

In  magazine  advertising,  there  is  more  time  for  setting 
and  submitting  proofs,  but  only  in  exceptional  cases  should 
it  be  necessary  to  ask  for  revised  proofs.  With  carefully 


*There  is  just  one  notable  exception  to  the  rule  of  not  cutting  an 
original  proof:  If  many  corrections  must  be  made  on  the  proof  of  a 
large  advertisement  consisting  of  many  sections,  it  is  better  to  cut  the 
sections  apart  and  to  paste  each  section  on  a  large  sheet  of  paper;  then 
there  will  be  margin  enough  to  write  all  corrections  plainly.  Further- 
more, if  the  different  sections  of  such  an  advertisement  must  be 
approved  by  different  people — as  would  be  the  case  in  a  department- 
store  advertisement — this  plan  of  having  the  proof  in  sections  will 
result  in  its  being  read  more  quickly.  But  when  this  plan  is  to  be 
followed  a  complete  layout,  showing  the  position  of  each  section,  is 
indispensable. 


§9  PROOF-READING  5 

prepared  copy  and  layout,  there  will  ordinarily  be  only  a  few 
changes,  and  these  any  high-grade  magazine  office  can  be 
trusted  to  make. 

5.  Work  of  the  Ad-Writer  and  the  Proof-Reader. 

While  the  ad-writer  reads  his  own  proof,  he  is  not,  strictly 
speaking,  a  proof-reader.  There  is  this  essential  difference: 
The  proof-reader  in  a  newspaper  or  magazine  office  will  not 
make  changes  from  copy.  His  work  is  primarily  to  see  that 
the  set-up  matter  corresponds  with  the  copy  that  the  ad-writer 
has  furnished.  In  case  he  thinks  the  ad-writer  has  made  an 
error,  all  that  he  is  supposed  to  do  is  to  mark  the  place  and 
put  in  the  margin  a  question  mark,  or  query  [?] ,  as  it  is  called 
in  printing  offices.  This  query  means,  "Is  this  right?" 
Sometimes  the  proof-reader  will  make  a  suggestion  as  to 
what  would  be  correct.  For  example,  suppose  the  copy  read, 
We  have  given  our  buyers  free  reign  in  cutting  prices.  The  proof- 
reader would  either  put  a  mark  under  reign  or  run  a  ring 
around  it  and  write  in  the  margin  rein  \f]  This  is  equivalent 
to  saying  to  the  writer  "shouldn't  this  be  rein  instead  of  reign?" 
If  the  proof-reader  does  more  than  this,  he  does  so  because 
the  ad-writer  has  given  him  liberty.  It  is  not  a  part  of  the 
proof-reader's  work  to  edit  or  even  to  correct  grammatical 
mistakes,  though  a  good  proof-reader  should  not  allow 
mistakes  in  spelling  to  pass  uncorrected. 

6.  The  ad-writer,  on  the  other  hand,  acts  in  the  double 
capacity  of  proof-reader  and  author.    Not  only  may  he  correct 
typographical  errors  that  may  have  escaped  the  proof-reader's 
eye  but  he  may  edit  the  proof  to  his  heart's  content  if  he  is 
willing  to  stand  the  delay  and  extra  cost  that  the  changes 
make  necessary.  

MARKING  CHANGES  AND  CORRECTIONS 

7.  Changes  From  Copy. — Publishers  of  magazines  and 
newspapers  are  usually  reasonable  with  their  patrons,  and 
will  make  slight  changes  without  charging  for  the  time,  but 
a  good  rule  for  the  ad- writer  is,  edit  copy — not  proof.     It  is 
proper,  of  course,  to  correct  all  mistakes  and  inconsistencies, 

204—28 


6  PROOF-READING  §9 

but  if  much  composition  is  killed,  or  if  much  editing  is  done 
that  could  have  been  done  in  the  original  copy,  the  ad-writer 
is  likely  to  receive  a  bill  from  the  publisher  for  the  cost  of 
alterations.  The  printing  office  must  in  all  cases  stand  the 
cost  of  changes  that  come  about  as  the  result  of  the 
compositors  failing  to  follow  copy. 

8.  How  To  Correct  Proof  Skilfully. — Typesetting  is 
costly  even  when  no  part  of  it  has  to  be  done  twice,  and 
when    there    is   much  alteration    in    the  proof,   the  cost  is 
largely  increased.     A  word  or  two  introduced  into  a  sen- 
tence or  taken  out  of  it  may  render  necessary  the  resetting 
or  "overrunning"  of  a  whole  sentence  and,  in  many  cases, 
of  a  whole  paragraph. 

When  there  is  a  line  too  much,  try  to  take  out  a  line  at  or 
near  the  end  of  a  paragraph,  so  that  the  main  part  of  the 
paragraph  will  not  be  disturbed.  Be  sure  to  cut  out  just  the 
right  amount.  When  more  matter  is  needed  to  fill  a  certain 
space,  supply  it  when  the  first  proof  comes,  and  be  sure  to 
supply  just  enough.  Sometimes,  a  few  extra  leads  may  be 
put  in  somewhere  to  take  up  a  line  or  so  of  unfilled  space; 
or  an  extra  subhead  may  be  put  in;  or  a  main  heading  may 
be  made  a  size  larger,  provided  the  style  of  the  matter  per- 
mits such  changes.  If  there  is  a  chance  that  too  much  mat- 
ter has  been  supplied  for  a  certain  space,  tell  the  printer  in 
a  marginal  note  what  he  may  omit  if  it  is  necessary  to  omit 
anything.  Even  if  a  second  proof  is  expected,  be  sure  to 
make  every  change  and  to  supply  all  needed  additional  mat- 
ter with  the  first  proof.  If,  on  account  of  faulty  copy,  four 
or  five  words  must  be  taken  out  of  the  first  part  or  the 
middle  of  a  good-sized  paragraph,  try  to  put  in  the  same 
line  new  words  that  will  occupy  about  the  same  amount  of 
space,  so  that  no  other  lines  will  have  to  be  reset. 

9.  Proof  Paper. — In  taking  proofs  of  advertisements 
or  job  work,   printers   generally  use  a  cheap,   soft   paper. 
The  ad-writer  must  not  suppose  that  it  is  a  sample  of  the 
paper  on  which  the  advertisement  or  job  will  appear  when 
completed,  or  fear  that  the  illustrations  will  appear  in  the 


§  0  PROOF-READING  7 

finished  advertisement  as  they  do  on  this  cheap  paper. 
Proof  paper  is  sometimes  dampened  in  order  to  get  a  better 
impression,  and  is  sent  to  the  writer  in  that  condition. 
When  such  is  the  case,  it  is  better  not  to  write  on  the  paper 
with  ink. until  the  paper  is  dry,  as  any  changes  made  are 
liable  to  become  blurred  by  the  spreading  of  the  ink. 

Some  progressive  printers  send  out  dry  proofs  of  all  jobs, 
using  paper  that  has  a  good  surface.  The  great  improve- 
ment in  the  appearance  of  a  job  resulting  from  this  practice 
more  than  pays  for  the  slight  additional  cost  of  the  paper, 
and  is  likely  to  forestall  complaint  on  the  part  of  a  critical 
customer.  In  getting  a  proof  that  the  ad-writer  wishes  to 
show  to  a  critical  prospective  client,  it  is  a  good  plan  to  ask 
for  a  "book-paper"  proof.  In  a  few  progressive  newspaper 
offices,  book-paper  proofs  are  always  taken  when  the  solicitor 
for  the  paper  is  trying  to  secure  an  order  of  good  size.  The 
better  paper  brings  out  the  display,  and  the  improved  appear- 
ance is  undoubtedly  of  great  assistance  to  the  solicitor. 

Sometimes,  in  cases  where  the  style  of  display  used  by  an 
advertiser  is  a  style  not  permitted  by  a  publisher,  or  there  is  a 
difficulty  in  securing  an  order  because  the  advertiser's  plates 
are  too  wide  for  the  publisher's  columns  or  do  not  conform 
to  the  publisher's  rule  as  to  proper  depth  for  2-column  or 
3-column  advertisements,  the  difficulty  may  be  removed  by 
resetting  the  advertisements  carefully  and  furnishing  neat 
proofs  on  book  paper. 

10.  Proof-Marks. — The  marks  shown  on  pages  8  and  9 
are  in  current  use  in  the  correcting  of  proofs.     While  the 
signs  used  by  proof-readers  vary  slightly  in  different  offices, 
any  printer  will  readily  understand  the  meaning  of  the  char- 
acters here  given.     Therefore,  never  hesitate  to  use  them. 

11.  The    slanting    mark    (/),   called   a   separatrix,    is 
used  in  connection  with  a  number  of  the   signs  simply  to 
separate  one  correction  from   another  that  may  be  placed 
alongside  of  it.     This   mark  is  also  used  to  make  a  small 
correction  like  a  comma  stand  out  more  prominently  in  the 
margin. 


PROOF-READING 
Change  to  capitals. 
Change  to  small  capitals. 


Change  to  lower  case. 
Change  to  Roman. 
1/tajL       Change  to  Italic. 

Change  to  bold  face. 

Under  word,  means  "Put  this  in  Italic." 

Under  word,  means  "Put  this  in  small  caps." 

Under  word,  means  "Put  this  in  caps." 

Under  word,  means  "Put  this  in    bold-face   caps  and 

lower  case." 
Under  word,  means  "Put  this  in  bold-face  caps." 

Retain  crossed-out  word  or  letter. 

Under  a  cancelation,  means  "Let  it  stand";  generally 
used  in  conjunction  with  stet  in  the  margin. 

Here  is  an  omission;  see  the  copy. 

Make  no  break  in  the  reading. 
/U4/n  ff\ft/l    Run  this  word  or  syllable  over  to  the  next  line.* 

Run  this  word  or  syllable  back  to  the  preceding  line. 
JJ        Start  a  paragraph  here. 
/to  W       No  paragraph;  sometimes  written  run  in* 

**      -''-'     Spell  out  the  enclosed  word  or  words. 
Transpose  words  or  letters  as  indicated. 
Wrong  font;  change  to  proper  font. 


0 


This  mark,  the  dele,  means  "Take  out  the  crossed-out 
type,  word,  or  sentence." 

Take  out  the  character  indicated  and  close  up. 
Insert  apostrophe. 


*  Where  only  one  letter  is  to  be  transposed,  simply  mark  it  out,  using  the  dele,  and 
insert  the  letter  at  the  proper  place. 


§9  PROOF-READING 


uotation  marks. 
A    Make  correction  indicated  in  margin. 
^  Join  these  letters  in  a  logotype,  as  ce,  ae,  etc. 
V  Vv  Unevenly  spaced;  make  spacing  uniform. 

Line  up;  i.  e.,  make  the  lines  even  with  other  matter. 


*  Straighten  lines  or  type  that  is  out  of  line. 
Q   Insert  period. 
J    Insert  colon. 

Insert  comma. 


j/   Insert  semicolon. 
—  /    Insert  hyphen. 

/—  -I  Insert  one-em  dash. 
/  —  /    Insert  two-em  dash. 


Insert  en  dash. 
J     Insert  interrogation  mark. 
II      Insert  exclamation  mark. 

^Q)      Upside  down;  reverse. 
-Jf>    Insert  space  here. 

*"**     Close  up;  no  space. 
f      Move  this  to  the  left. 

I      Move  this  to  the  right. 
-  1    Raise  to  proper  position. 
Lower  to  proper  position. 
Indent  line  one  em  of  size  of  type  used. 
Push  down  this  lead  or  space. 
Battered  type;  change. 


10  PROOF-READING 


METHODS    OF    MARKING    PROOF 

12.  Marking  Proofs  With  Rings  and  Lines. — It  is 

best  to  mark  corrections  in  ink.  If  red  ink,  or  any  ink  that 
is  of  a  different  color  from  the  ink  of  the  proof,  is  used,  it 
will  help  the  compositor,  for  it  will  enable  him  to  see  at  a 
glance  the  changes  desired.  Lead-pencil  marks  are  likely 
to  become  blurred  and  indistinct.  In  any  case,  mark 
all  corrections  boldly,  and  plainly,  so  that  the  compositor 
cannot  fail  to  see  and  understand  them. 

No  careful  printing  office  will  send  out  a  proof  containing 
a  great  many  typographical  errors.  Most  of  the  errors  will 
be  corrected  before  the  proof  goes  to  the  ad-writer.  When 
there  are  only  a  few  errors  or  changes,  the  ad-writer  may 
follow  the  method  of  marking  shown  in  Fig.  1;  that  is,  put- 
ting a  ring  around  the  error  or  the  word  desired  to  be 
changed  and  running  a  line  out  to  the  margin,  where  the 
desired  change  is  written. 

The  advantage  of  using  a  ring  is  that  it  points  out  exactly 
what  is  to  be  changed.  If,  for  example,  the  ring  were  not 
around  the  period  at  the  end  of  the  display  line  in  Fig.  1,  the 
printer  might  think  the  writer  wanted  the  entire  line  or  the 
word  Here  taken  out.  A  line  through  a  word,  unless  very 
carefully  drawn,  may  extend  through  a  punctuation  mark  or 
partly  through  an  adjacent  word  and  result  in  something 
being  taken  out  that  the  writer  wishes  to  have  remain. 
Where  this  method  of  running  lines  out  to  the  margin  is 
used,  care  should  be  exercised  to  see  that  no  lines  cross  each 
other,  for  the  crossing  of  lines  may  confuse  the  printer. 

13.  Marking  Proofs  Without  Lines. — While  the  fore- 
going method  is  practical  where  the  errors,  or  changes,  are 
few,  the  better  plan,  where  there  are  many  corrections,  is  to 
make  the  proof-marks  in  a  neat  and  orderly  manner  directly 
opposite  the  line  containing  the  error,  the  omission,  or  the 
word  desired  to  be  changed,  as  shown  in  Fig.  2.     It  should  be 
understood  that  no  good  printing  office  would  ever  send  out 
a  proof  that  required  on  the  ad-writer's  part  so  many  correc- 


PROOF-READING 


11 


tions  as  are  shown  in  Fig.  2,  though  some  printing  offices 
might  submit  a  proof  with  a  good  proportion  of  these  errors. 
The  proof-readers  of  the  printing  office,  or  the  compositors 
acting  as  proof-readers,  are  supposed  to  go  over  the  office 
proof  and  correct  typographical  errors  before  the  proof  with 
accompanying  copy  goes  to  the  ad-writer.  A  proof  from  the 


Best  Camera  Supplies 

Cost  Little  Herea 

Careful  and  good  develpp- 


mg  cam 

one  has  the  right  supplies  and 
plenty  of  them. 
2-ounce  Jar  Paste,  reg.  4c.,  at  2c 
(HvdrormnorDPowders.  regularly 

20c   $  dozen,  at 16c 

Selfo  for  Plates,  regularly  25c.  19c 
Metol  Developer,  regularly  25c., 

at 19c 

Candle  Lamps,  regularly  19c.,  lie 
4 inch  Rollers,  regularly  14c.,  at  8c 
Revoli  Tints,  regularly  22c.,  at  16c 
")floor,  Central  Building. 


FIG.  1 

This  illustration  shows  the  appearance  of  a  small  panel  of  proof  after  the  ad-writer 

has  made  a  few  changes  and  lias  indorsed  properly.    Note  that  the 

proof-reader's  query  as  to  the  correctness  of  Hydrochinon  has 

been  answered  by  the  crossing  out  of  the  query  mark 

most  careful  newspaper  offices  will  require  no  more  changing 
than  that  shown  in  Fig.  1;  and  even  in  this  proof  the 
transposition  of  the  word  only  and  the  substitution  of 
Fourth  for  Main  were  made  necessary  because  the  copy  was 
wrong — not  because  the  printer  erred.  Nevertheless,  even 


»MMt&4<! 

il 

0.0 

& 


<•> 


=/ 
t 


P/ain 
Piano  Tajc 


Why  don't  you  settle  that  much- 
mooted  question  in  your  family 
by  buying  a  piano? 

Talking  about  itwon't  putit(m^) 
r:o  you/home — will  not  stop  the^rap 
portunities  of  the  young  folk./ 

Let's  guess  why  you  are  pro^ra^. 
stinating. 

You  want  a  pianoy^you  feel  the 
need  of  itAbut  you  c^n't  spare  the 
money  to  pay  caS^h  just  now^amjf 
you  think  you  cansave  money  by 
waiting  until  you  can  spare  it. 
And  you  wait  and  wait. 

YouJire  wrong.  No  man,  no  mat. 
ter  what  his  station   in  life,  can 
buy  a  piano  in  our  store  for  less 
money  by  paying  cash  Jfown  than 
the  man  who  takes  advantageJof 
our  little-a-month  plan,  with  inter- 
est at/p"er\g/cent.  a  year. 
-   Every  piano  on  our  floors  is 
marked  the  spot -cash  price.    If/ 
you  want  to  borrow  the  money  to 
pay  for  it  we  will  lend  it  to  you  a£ 
6  per  cent^  interest  a  year  on  th6^ 
un/paid  balance.    Cash  or  time, 
the  price  is  the  same. 

We  will  sell  yon.any  piano  you 
may  select. (aT  the  spqt^cash  price]} 
and  give  you  20  to  30  months  in 
which  to  pay  for  it. 

Suppose  you  tried"  to  save 
;the\  money  to  pay  cash.  Could 
you)  do  it?  Woujd  you  do  iy^ 

Let  us  talk  with  you.  Come  in 
and  see  what  we  have. 

No  tricks,  no  guessing  contei/tsy^ 
the  only  one^price,  no-commission 
piano  and  music  house. 

J.  W.  JENKINS  SONS 
£  MUSIC  CO. 

1013-1015  Walnut  jftreet 


NOW 


<* 


V 


c+ 


Reduced  single-column  newspaper  advertisement  left  full  of  errors  to  show  use 
of  proof-marks 


Plain 
Piano  Talk 

Why  don't  you  settle  that  much-- 
mooted question  in  your  family  by 
buying  a  piano  NOW? 

Talking  about  it  won't  put  it 
Into  your  home — will  not  stop  the 
importunities  of  the  young  folk. 

Let's  guess  why  you  are  pro- 
crastinating. 

You  want  a  piano;  you  feel  the 
need  of  it;  but  you  can't  spare  the 
money  to  pay  cash  just  now,  and 
you  think  you  can  save  money  by 
waiting  until  you  can  spare  it. 
And  you  wait  and  wait. 

You  are  wrong.  No  man,  BIO 
matter  what  his  station  in  life,  can 
buy  a  piano  in  our  store  for  less 
money  by  paying  cash  down  than 
the  man  who  takes  advantage  of 
our  little-a-month  plan,  with  inter- 
est at  6  per  cent,  a  year. 

Every  piano  on  our  floors  is 
marked  the  spot -cash  price.  If 
you  want  to  borrow  the  money  to 
pay  for  it  we  will  lend  it  to  you  at 
6  per  cent,  interest  a  year  on  the 
unpaid  balance.  Cash  or  time, 
the  price  is  the  same. 

We  will  sell  you,  at  the  spot-cash 
price,  any  piano  you  may  select, 
and  give  you  20  to  30  months  in 
which  to  pay  for  it. 

Suppose  you  tried  to  save  the 
money  to  pay  cash.  Could  you 
doit?  Would  you  do  it? 

Let  us  talk  with  you.  Come  in 
and  see  what  we  have. 

No  tricks,  no  guessing  contests; 
the  only  one-price,  no-commission 
piano  and  music  house. 

J.  W.  JENKINS'  SONS 
MUSIC  CO. 

1013-1015  Walnut  Street 


FIG.  3 
Proof  after  correction 


14  PROOF-READING  §9 

careful  proof-readers  do  overlook  typographical  errors,  and 
in  such  cases  the  ad-writer  must  mark  them;  if  he  does  not, 
and  sends  proof  back  with  his  O.  K.  on  it,  publishers  will 
not  be  responsible  for  errors  in  the  published  advertisement. 
Fig.  2  was  purposely  left  full  of  errors,  in  order  that  the 
use  of  most  of  the  proof-marks  might  be  illustrated.  This 
proof,  as  it  is  shown  in  Fig.  2,  is  ready  to  go  back  to 
the  composing  room.  Note  the  indorsement  by  the  writer, 
calling  for  revision.  Fig.  3  shows  this  advertisement  after 
all  the  corrections  called  for  in  Fig.  2  have  been  made. 
If  Figs.  2  and  3  are  carefully  compared,  the  use  of  each 
proof-mark  will  be  made  clear.  Note  how  orderly  the  marks 
in  Fig.  2  are  placed  in  the  margins;  the  proper  marks  are 
opposite  the  lines  containing  the  errors.  This  is  always  the 
better  plan  where  there  are  many  corrections. 

14.  Figs.  4  and  5  further  illustrate  this  method  of 
marking.  In  this  case,  a  page  of  text  matter  is  used;  and 
Fig.  4,  like  Fig.  2,  is  purposely  left  full  of  errors  in  order 
that  the  marks  used  by  the  proof-reader  may  be  illustrated. 
This  proof  has  been  read  by  the  proof-readers  but  has  not 
been  given  attention  by  the  ad-writer.  Note  the  women 
read  query.  This  is  written  by  the  proof-reader  and  is 
addressed  to  the  ad-writer.  Do  not  fail  to  answer  all  such 
queries  on  proof,  but  do  not  answer  a  query  of  this  kind  by 
writing  O.  K.  by  it,  for  the  printer  would  be  puzzled  as  to 
whether  the  original  or  the  suggested  change  was  all  right. 
If  the  ad-writer  accepts  the  suggested  change,  he  should  let 
it  stand  and  be  sure  to  draw  his  pen  through  the  query  mark, 
and  that  only.  If  he  does  not  accept  the  change,  he  should 
draw  his  pen  through  both  the  query  and  the  suggested  change — 
not  rub  them  out.  If  the  query  makes  no  suggestion,  but 
merely  questions  the  accuracy,  draw  a  line  through  the 
query  in  case  the  queried  statement  is  correct;  if  it  is  not 
correct,  make  the  proper  change.  See  Fig.  1.  Here  the 
proof-reader  queried  the  word  Hydrochinon.  He  was  not  sure 
of  the  spelling  of  the  word  in  the  copy.  As  it  was  set  right,  all 
that  the  ad-writer  had  to  do  was  to  draw  his  pen  through  the 


§9  PROOF-READING  15 

query  mark.  It  is  the  practice  of  good  proof-readers  to  put 
a  ring  around  queries  like  \_O,  K.  f] ,  so  that  if  the  author  runs 
his  pen  through  the  question  mark,  there  will  be  no  danger 
of  the  printer,  by  error,  setting  up  the  letters  O.  K.  as  change 
of  copy.  Such  stupid  errors  have  happened  as  the  result  of 
the  proof-reader's  failure  to  use  the  ring.  In  good  printing 
offices,  it  is  generally  understood  that  all  marks,  instructions, 
and  suggestions  written  in  the  margin  of  a  proof  and  enclosed 
by  a  ring  or  by  brackets  should  not  be  considered  as  copy. 
If  the  proof-reader,  in  addition  to  querying,  suggests  a 
change  of  wording,  it  is  better  not  to  ring  the  suggested 
words,  for  in  such  a  case  the  printer  may  not  regard  them 
as  copy  in  case  the  query  is  crossed  out.  The  sugges- 
tions in  this  paragraph  apply  more  properly  to  the  regular 
proof-reader  than  to  the  ad-writer,  but  are  introduced  in  order 
that  the  ad-writer  may  better  understand  the  work  of  the 
proof-reader. 

15.  The  remark  applied  to  Fig.  2  applies  also  to  Fig.  4; 
that  is,   that    no    good   printing    office    would    send    to    an 
ad-writer  a  proof  requiring  more  than  a  fraction  of  the  cor- 
rections  shown.     But  it   is  necessary  for   the  ad-writer  to 
become  familiar  with  all  of  these  corrections  in  order  that 
he  may  be  qualified  to  mark  correctly  any  proof  that  may 
come  up  in  his  work.     Fig.  5  shows  the  page  after  correction. 

16.  Marking  Proofs   of   Wide  Measure.  —  A  method 
that  may  often  be  adopted  with  advantage  where  there  are 
many  corrections   in   matter  set  in  a  wide   measure,  is  to 
draw  a  light,  perpendicular  line  through  the  middle  of  the 
proof,  from  top  to  bottom,  and  to  mark  in  the  left  margin 
all  errors  found  on  the  left  of  this  line,  while  those  found  on 
the  right  are  marked  in  the  right  margin.    -This  plan  will 
systematize  the  locating  of  the  error  both  in  correcting  and 
in  revising,  and  will  materially  reduce  the  confusion  that 
results    when   a  large   number   of    errors   must  be   marked 
within  a  small  space,  as,  for  example,  in  a  page  of  solid 
6-point  type. 


J>     Why  Wom^n  Read  Advertisen^ts 

<&r.t»  That  women  read  advertising  is  every  where 
acknowledged.  The  question  why  they  do  so 
brings^^ us_^,  into  ^interesting  discussion  of 
certain  elements  in  modern  life. 

The  first  reason  that  makes  a  wom/nj^dj 
business  announcements  is,  that  they  are  so 
attractive  to  her  eye.    Illustrated  with  skill 
and  art,  they  induce  her  to  inquire  into  the 
nature  of  their  contents,  and,  once  a  reader, 
their  interesting  discussion  of  why  various  Jur>~~ 
articles  are  essential  to©  comfort,  health,  or 
happine^,  makes  her  a  reader  forever^     The  Q  ^ 
advertisement  writer  of  to-day  has  secured,  X   ^ 
through  practice,  a  skill  in  making  business 
"subjects  attractive  that  is  truly  wonderf ufo  it  J/  ^ 
competes  witb^iterature  in  itjs  power  to  attract       Q 
and  hold  the  attention     At  me  same  time  the 
cost  of  advertising  space  (107)  made  brevity  so  .£• 
necessary  a  feature  of  mas)  advertisements  ^^ 
th'at  ^every  u'unessentiaT~"^vordZbr  matter  ^ 
must  be  eliminated.^  • 

(Then,  too,  things  are  talked  about  in  such  a 
pleasing  conversational  style.  The  announce 


'autocrat    of   the    breakfast   table."     They 
actually  "talk^,     In  a  word,  (woman    reads^) 
advertisements  first  of  all  because  they  are  so 
interesting  to  read. 

,The  woman,   having    become    a    reader    of 
advertisements,  soon  recognizes  the  benefit  of 
the  practice.    It  puts  her  in  relation  with  the 
0*4~1  bespat  the  lowest  prices.    This  latter  -feature    . 
is  one  that  almost  every  keeper  of  a"hous"4  |=) 
hold  cannot  afford  to  overlook      Confined, 
as  she  is,  to  limited  incomes^  and  desirous,  as    j/ 
every  good  woman  is,  to  make  every  part  o£, 
the  home  attractive,  she  is  intelligent  enough^ 
to  immediately  recognize  that  by  doing  hej>- 
shqping  with  least  expenditure  she  is  enajb;^ 
lea  to  purchase  a  host  of  articles  that  othei;> — 

wise  would    be  beyond   the   money  at  her^ 

[jdisposahMahin's  Magazine.-^ .      - 

FIG.  4 
Proof  showing  proof-marks  in  practical  use  in  bcdv  matter 


Why  Women  Read  Advertisements 

THAT  women  read  advertising  is  everywhere 
acknowledged.  The  question  why  they  do  so 
brings  us  into  interesting  discussion  of  cer- 
tain elements  in  modern  life. 

The  first  reason  that  makes  a  woman  read 
business  announcements  is,  that  they  are  so 
attractive  to.  her  eye.  Illustrated  with  skill 
and  art,  they  induce  her  to  inquire  into  the 
nature  of  their  contents,  and,  once  a  reader, 
their  interesting  discussion  of  why  various 
articles  are  essential  to  comfort,  health,  or 
happiness,  makes  her  a  reader  forever.  The 
advertisement  writer  of  today  has  secured, 
through  practice,  a  skill  in  making  business 
subjects  attractive  that  is  truly  wonderful ;  it 
competes  with  literature  in  its  power  to  attract 
and  hold  the  attention.  At  the  same  time  the 
cost  of  advertising  space  has  made  brevity  so 
necessary  a  feature  of  all  advertisements  that 
every  unessential  word  or  matter  must  be 
eliminated.  Then,  top,  things  are  talked 
about  in  such  a  pleasing  conversational  style. 
The  announcements  of  Wanamaker  or  Saks, 
for  instance,  often  remind  the  writer  of  cer- 
tain features  of -the  writings  of  Dr.,  Holmes, 
the  delightful  "autocrat  of  the  breakfast 
table."  They  actually  "talk."  In  a  word, 
women  read  advertisements  first  of  all  because 
they  are  so  interesting  to  read. 

The  woman,  having  become  a  reader  of 
advertisements,  soon  recognizes  the  benefit  of 
the  practice.  It  puts  her  in  relation  with  the 
best  things  offered,  and  enables  her  to  pur- 
chase these  at  the  lowest  prices.  This  latter 
feature  is  one  that  almost  every  keeper  of  a 
household  cannot  afford  to  overlook.  Con- 
fined, as  she  is,  to  limited  incomes,  and  desir- 
ous, as  every  good  woman  is,  to  make  every 
part  of  the  home  attractive,  she  is  intelligent 
enough  to  immediately  recognize  that  by  doing 
her  shopping  with  least  expenditure  .she  is 
enabled  to  purchase  a  host  of  articles  that 
otherwise  would  be  beyond  the  money  at  her. 
disposal. — Makings  Magazine, 

FIG.  5 
Proof  after  correction 


18  PROOF-READING  §  9 

17.  In  reading  the  proof  of  complicated  work  of  wide 
measure,  such  as  a  half-  or  a  full-page  newspaper  advertise- 
ment, it  will  sometimes  be  found  more  convenient  to  mark 
the  corrections  very  plainly  in  a  white  space  near  the  error, 
rather  than  in  a  distant  margin.  This  may  in  some  instances 
facilitate  the  work  of  both  compositor  and  reviser;  but  in  all 
ordinary  reading  matter  the  marginal  markings  should  be 
used.  See  foot-note  under  Art.  4. 


OTHER  IMPORTANT  CONSIDERATIONS 

18.  When  several  errors  occur  in  one  word,  it  is  better 
to  rewrite  the  full  word  in  the  margin  than  to  correct  the 
mistakes  separately.     A  wrong  letter  in  a  word  is  noted  by 
drawing  a  short,  perpendicular  line  through  it,  and  making 
another  short  line  in  the  margin,  alongside  of  which  the 
right  letter  is  placed.     With  whole  words,  a  line  is  drawn 
either  through  or  around  the  wrong  word,  and  the  correct 
word  is  written  in  the  margin. 

19.  When  a  cut  is  improperly  placed  in  the  text — that  is, 
is  upside   down   or   lying   on   its   side — it   is   customary   to 

'indicate  its  correct  position  by  writing  in  the  margin  near 
the  cut  the  words  [Reverse  cut]  or  \_Turn  cut]. 

20.  Write  plainly  and  avoid  erasures,  in  order  that  the 
corrections  and  changes  may  be  perfectly  clear  to  the  printer. 
A  little  extra  care  will  obviate   the    necessity  of   another 
proof,  and  will  save  trips  to  the  printing  office,  telephone 
calls,  etc. 

See  that  border  and  rules  join  neatly.  Printers  are  not 
always  particular  about  this  point.  Do  not  be  alarmed  if  a 
letter  shows  faintly  on  the  proof  or  if  the  letters  on  the  ends 
of  lines  are  not  exactly  level  with  the  other  letters  in  the 
line.  If  the  right  letter  is  there,  never  mind  the  faintness. 
The  defects  are  caused  by  the  type  not  being  securely  tied 
up,  or  the  type  may  be  slightly  "off  its  feet,"  both  of  which 
faults  are  remedied  when  the  type  is  locked  up  in  the  form. 
Watch  particularly  for  errors  in  prices.  Many  printers  will 


§  9  PROOF-READING  10 

put  punctuation  marks  at  the  ends  of  display  lines  even  if 
the  copy  does  not  call  for  them.  This  is  because  it  was  the 
universal  style  in  former  years  to  put  marks  at  the  ends  of 
display  lines.  Punctuation  is  no  longer  generally  used  at 
the  ends  of  display  lines. 

Wrong-font  letters  are  rather  difficult  for  an  inexperienced 
reader  of  proof  to  detect,  but  they  should  always  be  cor- 
rected. If  there  is  doubt  whether  the  letter  is  of  a  right 
font,  always  query  \w.  /.  ?] ,  so  that  the  printer  may  give  it 
attention.  Never  erase  marks  or  comments  by  the  regular 
proof-reader;  approve,  change,  or  cancel  them. 


A  SERIES  OF  QUESTIONS 

RELATING  TO  THE  SUBJECTS 
TREATED  OF  IN  THIS  VOLUME. 


It  will  be  noticed  that  the  questions  contained  in  the  fol- 
lowing pages  are  divided  into  sections  corresponding  to  the 
sections  of  the  text  of  the  preceding  pages,  so  that  each 
section  has  a  headline  that  is  the  same  as  the  headline  of 
the  section  to  which  the  questions  refer.  No  attempt  should 
be  made  to  answer  any  of  the  questions  until  the  corre- 
sponding part  of  the  text  has  been  carefully  studied. 


GENERAL  DEFINITIONS 


EXAMINATION    QUESTIONS 

(1)  What  is  advertising? 

(2)  (a)  What  is  the  difference  between  local  advertising 
and  general  advertising?     (b)   Name  a  large  general  adver- 
tiser. 

(3)  (a)  What  is  the  principal  difference  between  mail- 
order advertising  and  retail  advertising?     (b)   Name  a  large 
mail-order   advertiser,     (c)   Name    a   retail   advertiser   and 
mention  his  business. 

(4)  Name   the   usual  selling  forces  that  enter  into  the 
marketing  of  merchandise. 

(5)  Describe,  in  your  own  words,  the  qualifications  of  a 
successful  advertising  man. 

(6)  Name  the  principal  methods  of  marketing. 

(7)  What  advantage  is   gained  by  selling  direct   from 
manufacturer  to  consumer  where  it  is  practicable  to  estab- 
lish such  a  plan? 

(8)  What  is  sometimes  the  retailer's  purpose  in  offering 
certain  articles  at  an  unusually  low  price? 

(9)  Mention    some    of    the    things   that   the    mail-order 
advertiser  may  ask  the  consumer  to  do  in  order  to  bring 
about  a  sale. 

(10)  Suggest   how  an   ad-writer  may  learn  the   tastes, 
needs,  etc.  of  prospective  purchasers  of  an  article. 

(11)  Name  the  principal  classes  of  mediums. 

§1 


2  GENERAL  DEFINITIONS  §1 

(12)  (a)  What  are  the  functions  of  a  complete  adver- 
tisement; that  is,  an  advertisement  designed  to  close  the 
sale?     (b)   Is  it  wise  to  have  every  advertisement  embody 
all  of  these  functions?     If  not,  why? 

(13)  What  is  a  selling  point? 

(14)  What  would  be  a  strong  selling  point  for:   (a)  soap? 
(b)   a  choice  tea?  (c)   a  combined  stain  and  varnish  sold  in 
small  cans? 

(15)  (a)   Give  an  original  example  of  a  general  claim. 
(b)   Give   an   example   of   a    specific   statement   that   covers 
definitely  the  point  or  points  of   the   general  claim.     See 
Art.  59. 

(16)  Name  the  various  sources  from  which  information 
about  the  selling  points  of  an  article  may  be  obtained. 

(17)  Cut  from  magazines  or  newspapers  advertisements 
of  the  following  four  classes:      (1)   An  advertisement  of  a 
manufacturer  in  which  the  reader  is  told  or  expected  to  go 
to  a  retailer  to  buy  an  article;   (2)  an  advertisement  in  which 
a  manufacturer  or  a  mail-order  dealer  offers  to  sell  direct  to 
the  consumer;  (3)   an  advertisement  in  which  the  object  is 
not  to  close  a  sale  but  merely  to  interest  and  obtain  a  request 
for  a  booklet;   (4)  an  advertisement  the  object  of  which  is  to 
induce  the  reader  to  come  to  the  advertiser's  retail  store  to 
buy  the  article.     Paste  these  advertisements  on  a  sheet  of 
paper,  number  them  1  to  4,  and  write  at  the  side  of  each  the 
chief  seljing  point  of  the  commodity  advertised. 


COPY  FOR  ADVERTISEMENTS 

(PART  1) 


EXAMINATION    QUESTIONS 

( 1 )  (a)   Into  what  two  general  classes  may  all  advertising 
copy    be    divided?     (b)   What    is    the    principal    difference 
between   these    two   classes?     (c)   What    seems   to   be    the 
present    tendency    as    to    change    in    the    style    of   copy? 
(d)  What  may  be  said  in  favor  of  the  informing  style  as 
compared  with  the  reminding  style?     (e)  Why  is  it  unsafe 
to  follow  invariably  the  style  of  copy  used  by  well-estab- 
lished advertisers? 

(2)  Name  the  six  components  of  copy. 

(3)  (a)  What  are  the  requirements  of  a  good  heading 
and  what  should  it  include?     (d)  Tell  the  different  forms  a 
heading    may    properly    take    as    to    style    of    expression. 
(c]  Give  an  example  of  an  interrogative  heading;  and  also 
one  of  a  direct-command  heading,    (d)  What  is  a  blind  head- 
ing?   (e)   Would  "Take  Off  Your  Shirt"  be  an  appropriate 
heading  for  an  advertisement  of  a  sale  of  men's  $2  shirts? 

(4)  Write  headlines  of  not  more  than  seven  words  each 
for  the  following  ad-subjects:     (a)  A  carload  of  first-class 
Irish  potatoes  to  be  sold  at  12  cents  a  peck;     (b)   a  sale 
of  odd  sizes  of  Panama  hats  at  $3  each;   (c)  a  gas  company's 
argument  for  cooking  with  gas;  (d}  a  $5  safety-razor  outfit 
that  includes  twenty-four  blades;   (e)  a  new  lot  of  women's 
and  misses'  spring  jackets. 

(5)  (a)  When  should  subheadings  be  used?     (6)  Men- 
tion several  different  forms  of  subheadings. 

§2 


2  COPY  FOR  ADVERTISEMENTS  §2 

(6)  (a)  When   is   an    introduction    to   an   advertisement 
advisable?     (b)   Name  an  article  about  which  a  brief  intro- 
duction could  be  appropriately  written  before  the  description. 

(7)  How  is  desire  for  an  advertised  article  created?- 

(8)  What  danger  is  there  in  introducing  a  large  number 
of   selling  points  when  some   of  them  are  not  particularly 
strong? 

(9)  When  several  articles  are  to  come  under  one  head, 
as  in  a  department-store  advertisement,  and  the  articles  are 
much  alike,  what  plan  may  be  followed  to  economize  space? 

(10)  (a)   Why  is  price  usually  an  important  component 
of  an  advertisement?     (b}   Mention  a  case  where  it  would 
not  be  advisable  to  advertise  the  price,     (c )    If  a  typewriter 
that  can  do  the  same  work  as  a  $100  machine  could  be  sold 
for  $40,  how  should  the  price  be  advertised? 

(11)  Mention  a  selling  point  that  is  always  good. 

(12)  What  class  of  selling  points  besides  those  of  the 
article  itself  is  very  important? 

(13)  (a)  What  is  the  value  of  the  admonition?     (b}  Write 
several  different  forms  of  admonitions. 

(14)  Write  for  a  large  grocery  and  meat  store,  an  intro- 
duction of  not  more  than  150  words  for  an  advertisement  to 
be  published  just  before  either  Thanksgiving  Day  or  Christ- 
mas.     Write  only  the  introduction  but   create   a   seasonable 
spirit  and  compel  attention  for  a  following  list  of  good  things. 

(15)  '(a)    Write    a    terse    description    of    some    familiar 
article  of  merchandise  (you  may  choose  something  that  you 
have  purchased  for  yourself),  giving  only  the  chief  points. 
(b)  Write   another   description,   giving  full  details  of  both 
general  and  individual  selling  points  of  the   same  article. 
Give  both  descriptions  a  heading. 

(16)  Make  a  careful  study  of  the  Shivers  advertisement 
shown  in  Fig.   25,   and   then   name   all   its    strong   points. 
Suggest,  also,  any  change  or  addition  that  would  strengthen 
the  advertisement. 


COPY  FOR  ADVERTISEMENTS 

(PART  2) 
EXAMINATION   QUESTIONS 

NOTE. — Before  writing  the  advertisements  called  for  in  questions  9, 
10,  11,  and  12  the  writer  should  avail  himself  of  all  the  sources  of  infor- 
mation mentioned  in  General  Definitions  that  are  open.  Where  pos- 
sible, study  the  article  itself  or  a  similar  one,  and  talk  with  those  who 
make  it,  sell  it,  or  use  it.  Refer  to  any  catalog  that  contains  descrip- 
tions or  points  applicable  to  the  article  to  be  advertised.  It  is  a  good 
plan  to  write  for  the  catalogs  of  mail-order  dealers  and  manufacturers 
that  are  offered  in  advertisements. 

To  assist  in  writing  the  required  advertisements,  a  number  of  the 
problems  give  a  suggestive  outline  of  selling  points,  but  in  no  case 
should  the  advertisement  be  constructed  entirely  out  of  this  material 
or  should  the  language  be  copied  slavishly,  for  success  in  advertising 
depends  largely  on  the  ad-writer  thinking  for  himself  and  developing 
a  creative,  investigating  spirit.  For  instance,  before  writing  the  butter 
advertisement  required  in  this  examination,  a  thorough  study  of  the 
subject  of  butter  should  be  made.  Use  the  outline  of  selling  points 
only  as  a  basis.  Sometimes  an  encyclopedia  will  give  some  valuable 
information.  Most  libraries  have  reference  works  and  magazine  files 
that  are  occasionally  very  useful. 

Until  the  Layouts  Section  has  been  studied,  no  effort  should  be 
made  to  lay  out  copy  for  the  printer,  nor  should  the  kinds  of  type  and 
borders  to  be  used  or  even  the  size  of  the  advertisement  be  specified. 
Therefore,  in  answering  the  questions  and  preparing  the  advertise- 
ments required  in  this  examination,  use  plain  paper  and  write  on 
only  one  side. 

One  of  the  sheets  containing  the  Analysis  of  Selling  Points  and  the 
Copy  Summary  should  be  returned  with  each  of  the  four  advertise- 
ments, attached  to  the  sheet  or  sheets  on  which  the  advertisement  is 
written.  For  example,  before  writing  the  advertisement  required  by 
question  9,  take  one  of  the  Analysis  and  Summary  Sheets  and  check 
off  and  write  down  the  selling  points.  Answer  the  Copy-Summary 
questions  that  can  be  answered  before  writing  the  advertisement,  and 
answer  the  other  when  the  copy  has  been  written.  After  the  advertise- 
ment has  been  written,  attach  this  Analysis  and  Summary  Sheet  to  the 
sheet  or  sheets  containing  the  completed  copy  for  the  advertisement. 

In  writing  copy,  put  on  a  separate  line  any  word  or  words — such  as 
a  main  head — that  is  intended  to  occupy  a  separate  line  in  the  set-tfp 
advertisement. 

18 


Thai  writer  dots  the  mod  who  jives  his  reader  the  most  knowledge  and  takes  from  him  the  least  time.-G>fton 

ANALYSIS  OF  SELLING  POINTS 


Before    attempting   to   writ*    copy   for   an    advertisement,    study  APPEARANCE. 


in  assembli 


high-grad 
pleasing? 


gracefulf 

mviting? 


?        guaran 

.^«,  ~  -vart        custo „„ 

quarter  sizes?       large  assort  m« 

MM 

1& 


le,"  or  "superior," 


to  put  all  the  selhng  points  o!  an  article  i 
advertisement;  often  it  is  best  to  include  all  the  selling  points  in 
advertisement,  but  sometimes,  where  there  are  many  selling  points,  i 
better  lo  have  a  series  of  advertisements,  with  one  or  two  strong  poi 


AROMA 

COU)R 


nck>u?        delicate?        good? 

*wSr  -s? 

uicy?    /fresh? 
?        fragrant?       delicate?        pungent? 

•"   ~* 


smooth?        polisned'        silkyf        soft? 

heavy?         light?         solid? 

large?        small?  ^    medium?       long? 


long?        short? 


should 

"         'lete  advertisement    to  be  most  effective,  should  at 

,  ,  create  desire,  carry  conviction.      / 

nspire  confidence,  and  influence  the  reader  to  buy      Attracting  favorable 
Mention  and  .wakening  ,nt«f,t  :  ",•  accomplished  by  appropnate  head- 


d  try  to  have  your  order  of  arrangement  as 
complete  advertisement,  to  be  most  effective,  should 


J^TEJUAL  -----   high.graT?    /s 


lec      ?        good  ?        imported  ? 
'  faShlOnlbU!'      ""' 

u- 
long 


superior?        expert? 

priced?        hand-made?    /home-made?        u 
made?          guaranteed?      /manufacture,  of 


s  several  cheaper  articte? 


dme  and' the  artlc'le'has'  merTt^he  reader  mTy  be  Educed  'to  buy  or"to 
Investigate  further,  by  stating  the  pnce.  by  explaining  why  it  is  a  proper 
pnce.  by  giving  the  terms  of  payment,  if  necessary,  or  by  offering  to 

can  be  found,  that  is.  firm  name  and  address  Such  special  informa- 
mation  as  telephone  number,  free  delivery  offer,  etc  .  should  follow.  It 
is  often  advisable  to  make  a  < 


—  :: 

^RELIABILITY. 


users'          sold  by  best  dealers?       / 
ban'k'refeVeT""'0" '    *"**  °'  '"""  '"  businMI? 


..1,  pur.made.       cean 

/careful  packers?     governmentinspected  »  /fresh? 
/air-  and  dirt-proof  package?   /no  harmfulpreser- 


Copy  Summary 

Before  Writing  Copy,  Answer  These  Questions 
to  Your 


/"      I      By  what  plan  is  the  article  or  service  to  be  sold?    (Is  a  retailer 


on  retailers'    I 

What  class  of  prospective' purchasers  am  I  trying  to  influence 


J  (Men  or  women?    Crty'people  or  country  people, 

/          3( 
J  4.     In  what  medium  is  the  advertisement  to  appear?    (Newspaper 


'ell-uxio. 
ing  of  these 


V  9     Would  illustration  strengthen  the  copy?    If  so  what  style  and 


11      Is  it  best  to  try  to  have  the  advertisement  complete  the  sale. 
o,  must  this  be  left  to  ^salesman  or  to  a  catalog.  bookle,%,c  '     If  the 
o  complete  the  sale,  what  is  the  strongest  closing 


PLEASURE... 
EDUCATIOH.. 
/PRICE 


SEIUHGPLAJI  ......  « 


es"he2th?y 
service? 

roves  culture? 


, 
r  mVrke/'    Vno 


sent  on  receipt  of  price  ?  COD  withpnv,- 

lege  of  exammatioh  >  goods  sent  on  tnal  > 

freight  or  express  paid'  money  back  if 


Additional  Of  Special   Selling  Points 

above  ,,„  ^  no,  „„,„ 


.  .  _ 

After  Writing  Copy,  Answer  This  Question  *^  •^>£^^,J  L^,  AJ.;*.*_  ^uft'l^L.fr, 

Is  the  copy  dear,  concise,  complete,  truthful,  interesting.  >»  Vta^U  '.  t*ad,  uLtJ,  iJh.tn/  CgA«  \  toiJlLr*  lMt£tm*i  • 


ud  properly  paragraphed  I 


.    f  ^    .^  fc  ^  _ 

^ 


FIG.  I 


§3  COPY  FOR  ADVERTISEMENTS  3 

Fig.  I  shows  the  analysis  form  for  the  sausage  advertisement  with 
the  list  of  suggestive  selling  points  checked  off  and  the  additional  sell- 
ing points  added.  Fig.  II  shows  the  completed  copy  as  it  appeared 
when  ready  for  the  printer.  These  two  examples  illustrate  how  the  work 
on  questions  9,  10,  11,  and  12  should  be  prepared.  It  is  not  expected, 
however,  that  the  work  will  be  typewritten,  though  a  typewriter  may 
be  used  if  the  ad-writer  has  one.  The  answers  to  the  questions  of  the 
Copy  Summary  should  be  written  concisely,  and  the  sheet  of  paper 
attached  to  the  Analysis  Sheet.  It  is  not  necessary  to  copy  the  ques- 
tions; just  give  each  answer  the  same  number  as  the  question. 
Writing  out  the  answers  will  aid  greatly  in  producing  strong  copy. 

The  work  sent  in  answer  to  questions  9,  10,  11,  and  12  should  be 
original.  No  copying  of  the  language  of  published  advertisements  is 
permissible. 

Our  Home-Made 
Pork  Sausage 

is  the  moat  delicious  you  ever  tasted. 
No  more  like  the  packing-house  article 
than  chalk  is  like  cheese.     Has  the  true 
home-made  flavor,    and  contains  nothing 
but  selected  fresh  pork   (no  scraps)   and 
purest  spices.      Not  overseasoned;   just 
right.     Always   fresh;   we  make  it  every 
day,    dust  as  we  have  done   for  20  years. 
Our  clean  kitchen  is  open  to  visitors. 
Cobb's  sausage  costs  no  more   than     oth- 
ers.     In  the  case,  or  loose,   in  1-pound 
sealed  packages,   per  pound,    15c. 

Six  deliveries  daily.      Telephone  us 
to  leave  you  a  trial  pound  today. 

COBB  &  CO.,    461  Palfry 

Telephone.    20  Uain 

FIG. II 

(1)  Rewrite  the  following  sentence  in  plain,  clear,  lan- 
guage:    "Now  let  us  tell  you  that  these  magnificent  pairs 
of  feminine  footwear  will  be  offered  regardless   of   value 
at    the   most   ridiculously    low   figure    of   $2.25    a   pair   on 
Wednesday   morning,   those  coming  first    getting  the  first 
selection,  the  sale  opening  at  9  o'clock." 

(2)  Suggest  a  bargain  offer  by  writing  a  logical  reason 
why  a  lot  of  men's  $1.50  shirts  will  be  sold  for  $1  each. 

(3)  Cite    an   example    of:    (a)  a   timely    advertisement; 
(b)   a  seasonable  advertisement. 

(4)  Write  six  synonyms  for  excellent.     (See  Art.  22.) 

(5)  Why  is  it  so  important  to  study  the  commodity  and 


4  COPY  FOR  ADVERTISEMENTS  §  3 

the  people  to  whom  it  is  to  be  sold  before  attempting  to  write  - 
copy  for  the  advertisement? 

(6)  (a)   What  particular  points  should  be  kept  in  mind 
when  advertising  to  women?     (6)  What  points  when  adver- 
tising to  men? 

(7)  Suggest  a  good  catch  phrase  for  a  store  that  handles 
nothing  but  articles  priced  at  10  cents. 

(8)  Give  a  strong  selling  point  for:  (a)  a  shoe;  (6)  a  high- 
grade  flour;  (c)  a  restaurant;  (d)  a  piano;  (e)  a  wagon  manu- 
facturer that  does  a  large  business  and  sells  his  wagons  direct 
to  the  consumer. 

(9)  Write  an  advertisement  of  between  100  and  200  words 
to  sell  butter  made  from  the  milk  of  a  herd  of  Jersey  cows. 
This  breed  is  one  of  the  best  for  good  butter.     These  cows 
are  cared  for  in  the  most  careful  manner,  their  surroundings 
are  sanitary,  and  they  graze  on  clover  during  the  summer  and 
are  fed  on  ensilage  during  the  winter.     The  cream  is  taken 
out  by  modern  cream  separators  and  the  result  is  butter  of 
a  much  finer  quality  than  the  average.     The  butter  is  for  sale 
every  Wednesday  and  Saturday,   at  40  cents  a  pound,   by 
William  Mason,  Main  Street  Market.     The  amount  for  sale 
on  each  of  these  days  is  100  pounds. 

(10)  Write  an  advertisement  for  the  Piedmont  Furniture 
Company,  of  Statesville,  N.  C.,  of  not  more  than  150  words 
to  bring  about  the  sale  of  their  red-cedar  chests,  by  mail. 
These  chests  are  handsomely  made  of    solid  red  cedar,   in 
several   sizes,    and  are   dust-proof.     They  are  used  for  stor- 
ing furs,  woolens,  and  fine  clothing  to  protect  against  moths. 
The  cedar  odor  is  pleasant — not  like  that  of  moth  balls.     The 
cost  of  a  chest  is  very  little  more  than  the  charges  of  a  season's 
storage  in  a  vault,  the  prices  ranging  from  $11  to  $27.50. 
The  manufacturer  ships  direct  from  factory  to  consumer,  and 
he  is  so  sure  that  these  chests  will  give  satisfaction  that  he 
is  willing  to  refund  the  price  to  any  who  buy  them  and  are 
dissatisfied.     It  might  be  well  to  mention  the  suitableness  of 
these  chests  as  presents. 


§3  COPY  FOR  ADVERTISEMENTS  5 

(11)  Write  a  general  magazine  advertisement  of  not  less 
than  100  words  for  Imperial  coffee,  a  high-grade  Mexican 
coffee  grown  by  the  Mexican-American  Coffee  Company  on 
its   own  plantation  and  picked  from   mature  trees  on  the 
highest   altitudes    (these    produce    the    best   coffee).     This 
coffee  is  roasted  in  roasters  that  allow  very  little  of  the 
aroma  to  escape,  and  is  packed  in  air-tight,  screw-top,  tin 
cans.     The  price  of  this  special  brand  of  coffee  is  40  cents 
a  pound  and  it  is  sold  through  high-grade  grocers — not  direct 
to  consumer. 

(12)  Write  an  advertisement  of  not  less  than  150  words 
about  some  article  that  you  have  used  or  one  whose  selling 
points  are  familiar  to  you. 

NOTE. — In  answering  question  4  combine  the  synonyms  for  excel- 
lent with  appropriate  nouns;  thus,  superior  leather, 'capital  coffee,  and 
so  on. 


CORRECT  AND  FAULTY  DICTION 


EXAMINATION    QUESTIONS 

(1)  Rewrite    the    following    paragraph,    correcting   the 
errors  and  changing  the  language  so  as  to  make  it  concise 
and  to  have  the  intended  meaning  clear: 

In  order  to  write  a  effective  advertisement  upon  any  subject  in  the 
world,  first  study  it  thorough,  after  which  assemble  each  and  every 
one  of  the  selling  points  and  then  decide  which  shall  be  included  in 
the  advertisement  and  what  will  not  be  included  in  the  advertisement. 
Choosing  for  the  heading  that  point  about  the  advertisement  that  is 
most  probable  and  liable  to  draw  attention  and  interest. 

(2)  Rewrite  the  following  sentence  in  a  clear,  concise 
style: 

As  the  inclement  weather  still  continues  on,  we  arrived  at  a  decision 
at  an  early  hour  this  morning  to  postpone  the  auction  until  some  time 
in  the  future. 

(3)  Rewrite    the    following    sentences,    correcting   any 
errors  they  may  contain: 

(a)     Between  you  and  I,  I  doubt  it. 

(t>)     It  is  me. 

(c)     There  is  no  objection  to  you  going. 

(4)  Which  is  the  better  of  the  following? 

(a)  The  cloth's  color. 

(b)  The  color  of  the  cloth. 

(5)  Why  are  the  following  expressions  incorrect? 

(a)  The  more  healthier  a  person  is,  etc. 

(b)  This  suit  is  warranted  to  wear  good. 

(c)  He  divided  up  the  money  between  the  three. 

14 


2  CORRECT  AND  FAULTY  DICTION  §4 

(6)     Which  of  the  following  sentences  is  correct,  and  why? 

(a)     Filing  and  indexing  is  easy  work. 

(6)  Filing  and  indexing  are  easy  work. 

(7)  Correct  and  rewrite  the  following  sentences: 

(a)  This  dresser  and  this  chiffonier  is  to  be  sold  cheap. 

(b)  It  is  somewhat  risky  to  unconditionally  guarantee. 

(c)  This  is  a  tasty  design. 

(8)  Explain  the  proper  use  of  shall,   will,  should,  and 
would,  giving  examples. 

(9)  Decide  which  is  the  better  of  the  following  sentences 
and  explain  why  it  is  the  better: 

(a)  A  check  which  I  signed  was  lost. 

(b)  A  check  that  I  signed  was  lost. 

(10)  Why  is  the  sentence,  "He  don't  know  nothing," 
incorrect? 

(11)  Correct  and  rewrite  the  following  sentences: 

(a)  He  acted  awfully  funny. 

(t>)  Get  your  lady  friend  a  ring. 

(c)  The  majority  of  these  are  sold. 

(d)  I  only  saw  three  men. 

(f)  The  price  is  one  dollar  per  pair. 
(/)     I  will  come,  providing  he  does. 

(g)  There  ain't  no  reason  for  it. 

(12)  Explain  the  difference  in  the  meaning  of  the  fol- 
lowing pairs  of  words  and  write  sentences  illustrating  the 
correct  use   of  each   word:      (a)   May,   can;    (b)  like,   love; 
(c)   likely,  liable;    (d)   farther,  further;    (e)   consider,  think; 
(/)   accept,  except;   (g)   principle,  principal;    (h)   its,  it's. 

(13)  Criticize  the  following  sentence,  pointing  out  each 
error,   and  explaining  why  it  is  an  error.      Then  make  a 
revised  copy. 

It  is  every  advertiser's  duty  to  get  the  greatest  value  out  of  space 
purchased  and  their  own  fault  if  they  do  not  not  do  this,  it  is  valuable 
and  should  contain  an  interesting  and  convincing  sales  message. 


PUNCTUATING  AND  EDITING 


EXAMINATION   QUESTIONS 

(1)  Copy  the  following,  inserting  the  appropriate  capi- 
tals and  marks  of  punctuation  and  correcting  any  present 
punctuation  that  may  be  wrong: 

(a)  these  new  mahogany  toilet  stands    are   dreams  of 
beauty  and  are  all  of  the  simple  substantial  designs  now 
deservedly    so    popular    those    who    have    seen    them    are 
delighted. 

(b)  These  toilet  stands  are  in  french  and  colonial  styles 
have  the  tall  oval  mirrors  that  are  graceful  as  well  as  con- 
venient for  viewing  sitting  or  standing  and  are  polished  and 
finished  to  perfection. 

(c)  Napoleon  said  Sentiment  rules  the  world  while  its  true 
that  sentiment  gives  a  certain  charm  to  the  antique  and  puts 
a  sentimental  price  on  it  still  there  is  a  practical  side  to 
the  question  there  are   thousands   of  fine   furniture  lovers 
ready  to  pay  the  sentimental  prices  for  antiques  could  they 
find  them  but  there's  the  rub  the  supply  cannot  meet  the 
demand     To  be  sure  modern  skill  cannot  make  a  piece  of 
furniture  one  hundred  and  fifty  years  old  but  it  can  study  an 
old  4  post  bed  for  instance  that  dates  back  a  century  and  a 
half  and  reproduce  it  so  closely  that  the  sturdy  old  cabinet- 
maker  of    our    great-great-grandfather's    day   couldn't   tell 
"one  from  t'other." 

(d)  For  this  Christmas  trade  we  have  bought  unusually 
high  grade  umbrellas  such  as  will  please  men  of  the  most 
exacting  taste     The  silk  is  pure  and  strong  the  frames  light 
and  close  rolling  the  handles  are  truly  art  works  exquisitely 

§5 


2  PUNCTUATING  AND  EDITING  §  5 

carved  woods  old  ivory  with  rich  silver  decorations  and 
curious  designs  in  natural  wood  There  is  no  better  present 
for  a  man  than  one  of  these  and  the  gift  will  be  conspicuous 
for  its  elegant  quality. 

(e)  truth  is  one  of  the  most  important,  and  necessary 
principles  of  advertising,  indeed  it  is  so  necessary  to  adver- 
tise the  truth  and  so  dangerous  to  advertise  something 
different  that  it  might  be  considered  the  most  important 
principle  of  all.  truth  in  advertising  does  not  mean  reveal- 
ing all  the  secrets  of  a  business,  some  facts  are  better  left 
unsaid,  neither  does  it  mean  a  shrewd  manipulation  of 
language,  that  may  be  perfectly  true  in  its  direct  sense  but 
wholly  false  in  the  impression  it  makes  on  the  public  mind. 
If  truth  is  a  valuable  quality  the  simpler  and  clearer  it  is 
spoken  the  greater  and  better  are  its  results.  After  all 
advertising  is  of  little  value  if  it  is  not  believed  and  the 
more  it  is  believed  the  greater  are  its  possibilities  so  that 
one  of  the  first  aims  in  writing  is  to  get  a  fast  hold  on  public 
confidence,  truth  accomplishes  this,  truth  does  not  permit 
a  store  to  claim  superiority  at  all  times  on  all  things.  The 
world  has  become  too  well  educated  even  to  consider  such  a 
claim.  In  fact  statements  of  this  class  belong  to  the  purple 
ostrich  business.  They  stamp  an  advertisement  at  once  as  an 
exaggeration  and  even  if  part  of  it  is  true  the  reader  doesn't 
believe  it.  truth  can't  be  twisted.  It  is  a  straight  line  and 
it  is  the  shortest  distance  between  fact  and  credulity.  It  is  a 
necessary  factor  in  any  business  that  hopes  to  live  in  the  20th 
century;  If  there  is  one  thing  more  necessary  for  a  business 
than  truth  telling  it  is  having  truth  that  is  worth  the  telling. 

(/)  May  we  send  one  of  these  sets  of  books  on  approval 
remember  that  we  want  you  to  return  the  shipment  at  our 
expense  if  you  are  not  pleased,  You  take  no  risk  we  take 
it  all. 

(g)  The  tub  is  of  best  white  cedar  thoroughly  seasoned 
the  four  hoops  are  of  heavy  galvanized  wire  electrically 
welded.  The  mechanism  is  all  closed  from  the  top,  no  ice 
can  get  into  the  cogs  the  youngster  can  turn  the  freezer 
without  danger  of  having  his  fingers  caught. 


§5  PUNCTUATING  AND  EDITING  3 

(7z)  The  half-leather  binding  see  page  26  paragraph  5 
will  make  the  set  cost  you  $45. 

(z)  There  are  a  number  of  things,  to  be  considered 
namely  the  price  the  time  of  delivery  and  the  guarantee  that 
the  makers  are  willing  to  give. 

(2)  Copy  the  following  sentences,  and  expressions,  using 
the    hyphen,   making    solid    compounds,   or  writing    words 
separately,  in  accordance  with  the  rules  given: 

(a)  This  first  class  piece  of  broad  cloth  is  a  high  grade 
bargain  at  the  price  we  offer  it. 

(£)  These  finely  illustrated  books  may  be  purchased  with 
twenty  one  dollar  payments. 

(c)  A  2  pound  can. 

(d)  A  single  breasted  jacket. 

(<?)     A  dangerous  wash  out  on  the  railroad. 
(/)     A  carefully-constructed  shoe. 

(3)  Why  is  it  better   to  do  all  editing   of  copy  before 
manuscript  is  sent  to  the  printer? 

(4)  What  is  the  proper  way  of  indicating  to  the  printer 
that  he  is  to  set  up  some  words  that  have  been  crossed  out? 

(5)  (a)  What  is  the  proper  method  of  indicating  to  the 
printer  that  words  are  to  be  set  in  Italic?     (b)   What  is  the 
proper  -way   of    marking    for   small   capitals?     (c)   What    is 
the  proper  way  of  marking  for  black-faced  type?     (d}  What 
is  the  proper  way  of  indicating  that  a  letter  written  as  a 
capital  should  be  set  as  a  lower-case  letter? 

(6)  How  may  periods  in  hand-written  copy  be  clearly 
distinguished  from  commas? 

(7)  How  may  an  abbreviation  be  marked  so  that  the 
printer,  in  setting  the  word,  will  spell  it  out  in  full? 

(8)  Give  an  example  of  how  additional  sheets  of  copy 
may  be  numbered  when  they  are  inserted  in  the  manuscript 
after  the  first  numbering. 

204—30 


4  PUNCTUATING  AND  EDITING  §5 

(9)  When  there  is  no  room  on  the  face  of  a  sheet  for 
writing  a  paragraph  that  should  be  added,  what  is  the  best 
method  of  adding  the  matter? 

(10)  Assume  that  the  following  words  were  divided  as 
shown  at  the  ends  of  lines:  advert-isement ,  parall-el,  pron- 
ounce,   a-gain,    chan-ce.     Show    how    the    words    should    be 
divided  or  explain  why  they  should  not  be  divided. 


TYPE  AND  TYPE  MEASUREMENTS 

(PART  1) 


EXAMINATION    QUESTIONS 

(1)  How   may   the   advertisements   of   newspapers    and 
magazines  be  studied  to  advantage? 

(2)  What    is    the    shoulder   of    a   type,    and   why   is    it 
necessary? 

(3)  To  what  does  height  of  body  refer? 

(4)  Are  lower-case  letters  like  a  and  n  ever  18  points 
high  in  an  18-point  type? 

(5)  Explain  the  point  system  in  your  own  words. 

(6)  What  is  an  em  of  type? 

(7)  What    unit    of   measurement   is    ordinarily  used   in 
referring  to  column  widths? 

(8)  What  are  quads  and  spaces,  and  for  what  purposes 
are  they  used? 

(9)  (a)   What  are  leads,  and  why  are  they  used?     (b)   In 
what  different'  thicknesses  are  leads  made?     (c]   What  is  a 
6-point  lead  called? 

(10)  Explain  the  difference  between   display   type   and 
body  type. 

(11)  (a)    In    what    widths     are    display    types     made? 
(b)  Which  one  of  these   widths   is   the   most  valuable  for 
general   use    in    advertising?     (c)   Why    is    it   advisable    to 
avoid  the  use  of  extra-condensed  type? 

§6 


2  TYPE  AND  TYPE  MEASUREMENTS  §6 

(12)  (a}  Name  the  two  most  common  styles  of  body 
type,  (b)  Which  of  these  is  regarded  as  being  more  legible 
and  less  tiresome  to  the  eye?  (c)  Name  three  other  styles 
of  body  type. 

'  (13)  (a)  What  four  sizes  of  body  type  larger  than  5i-point 
are  most  commonly  used?  (b)  Why  is  it  not  advisable  to 
call  for  7-,  9-,  and  11-point  type  in  newspaper  offices? 

(14)  How  many  lines  of  24-point  type  set  solid  will  go 
into  a  space  1  inch  deep? 

(15)  How  many  words  of  copy  should  be  written  to  fill 
a  space  4  inches    deep    by    3f   inches    wide    with    10-point 
Old-Style  Roman  set  solid? 

(16)  Explain  how  the  area  of  triangles,  circles,  and  ovals 
may  be  calculated. 

(17)  If  several  display  lines  and  illustrations  must  appear 
between    the  body-matter   sections,  how  may    the   area    of 
this  irregular  body  space  be  calculated? 

(18)  How  many  words  of  6-point  should  be  figured  as  an 
average  for  a  line  12  picas  long? 

(19)  What  is  about  the  widest  that  8-point  can  be  set  to 
present  a  readable  appearance? 

(20)  What  is  the  thickness  of  the  face  of  a  3-point,  plain- 
rule  border? 

(21)  (a)  What  borders  can  be  called  for  in  lengths  of 
even  picas  and  half  picas?     (b)  What  borders  can  be  used 
only  in  lengths  of  even  picas? 

(22)  (a)  What  is  the  width  and  length  of  the  standard 
newspaper  column?     (b)   What  is  the  standard  width  of  a 
2-column  newspaper  space? 

(23)  What   are   the   measurements    of    the    type    page, 
column   width,    and    column    rule    of    such    magazines    as 
Munsey's? 

(24)  Explain  what  is  meant  by  the  terms  inch  and  agate 
line  in  measuring  advertising  space. 


TYPE  AND  TYPE  MEASUREMENTS 

(PART  2) 


EXAMINATION   QUESTIONS 

(1)  Name    the   characteristics    of   the    following   types: 
(a)    Post    Old    Style    Roman    No.    2;     (b)    John    Hancock; 
(c)  Gothic  Condensed  No.  1;   (d)   Caslon  Old  Style;  (e)   Lin- 
ing Gushing  No.  2;   (/)   Cheltenham. 

(2)  Name  one  type  that  would  be  appropriate  for  the 
display  of  an  Easter  millinery  newspaper  advertisement. 

(3)  If  it  were  desired  to  use  John  Hancock  for  the  display 
of  a  4-inch,  double-column  newspaper  advertisement,  and  the 
heading  "Vacation  Suggestions"  had  to  be  set  in  one  line  in 
capitals  and  lower  case,  in  a  space  not  exceeding  22  picas 
wide,  what  size  should  be  selected? 

(4)  What  is  the  principal  difference  between  Post  Old- 
Style  Roman  No.  1  and  Post  Old-Style  Roman  No.  2? 

(5)  What  is  a  very  strong  type  for  posters? 

(6)  What   type    would   be    suitable  for  an  invitation  to 
some  special  store  event,  the  idea  being  to  have  the  card  or 
letter  in  the  style  of  a  social  invitation? 

(7)  Why  are  some  types  good  for  magazine  and  trade- 
paper  advertisements,  but  not  suitable  for  newspaper  adver- 

4    tisements? 


§7 


LAYOUTS 


EXAMINATION   QUESTIONS 

(1)  What  should  be  the  first  step  in  making  a  layout? 

(2)  Explain  how  the   size  of  display  type  for  a  line  of 
given  length  may  be  determined. 

(3)  If  the  styles  and  sizes  of  display  type  that  a  distant 
printing  office  has   are  not  known,  what  is  the  best  way  of 
preparing  the  layout  of  an  advertisement? 

(4)  Why  is  it  advisable,  when  possible,  to  consult  the 
printer    about   display    type,    borders,    etc.    to   be   used   in 
advertisements? 

(5)  Prepare    a   layout   for   a    single-column    newspaper 
advertisement,  using  the  following  copy.     Decide  for  your- 
self how  deep  the  advertisement  should  be. 

Sea  Trout,  5c.  Ib.  Caught  today.  Right  from  the  weirs.  A 
splendid  substitute  for  bluefish,  which  is  expensive  at  present.  A  rich, 
dark-meated  fish,  delicious  for  frying,  baking,  or  broiling.  Easy  to 
cook.  Far  better  for  your  health  than  impure  meat  products.  Better 
try  some  today.  WILLIAMS  BROS.,  213  Union  Street. 

(6)  Prepare  a  layout  for  a  4-inch,  single-column,  magazine 
advertisement  (quarter-page),  using  the  following  copy: 

Easy-Tying  Cravats.  It  is  almost  impossible  to  tie  a  poof 
Cravat  and  obtain  a  graceful  and  effective  knot.  The  fault  lies  not 
alone  in  the  fabric,  but  also  in  the  shape  of  the  Cravat.  KEISER 
CRAVATS  overcome  these  faults.  Being  made  of  the  better  cravat 
silks,  with  neck  bands  and  ends  properly  proportioned,  Keiser  Cravats 
almost  tie  themselves — they  slip  into  shape  so  easily.  Keiser  Cravats 
bear  the  guarantee  label — look  for  it.  Keiaer-Barathea  staples  in 


2  LAYOUTS  §8 

black,  white,  plain  colors,  and  figures— also  white  or  black  for  eve- 
ning dress.  An  illustrated  book — "The  Cravat" — on  the  ethics  of  Cor- 
rect Dress,  sent  anywhere  on  receipt  of  6  cents  in  stamps.  JAMES  R. 
REISER,  wholesale  only,  10-16  W.  20th  St.,  New  York. 

(7)  Write  and  lay  out  a  4-inch,  double-column,  newspaper 
advertisement  for  a  retailer  of  your  town  that  handles  men's 
"Last-Long"  hose.  These  socks  are  guaranteed  by  the 
manufacturers  to  last  6  months  without  ripping,  raveling,  or 
tearing  or  wearing  through.  In  case  any  pair  does  rip, 
ravel,  or  wear  or  tear  through,  the  retailer  is  authorized  to 
replace  it  with  a  new  pair.  The  retailer  gives  a  certificate 
with  each  sale  that  covers  this  guarantee.  The  hose  can 
be  had  only  in  boxes  containing  6  pair.  They  are  made  of 
good  lisle;  come  in  solid,  stainless  black,  also  black  with 
white  feet,  and  in  navy  blue,  tan,  and  other  popular  colors; 
are  full-fashioned,  that  is,  are  fashioned  to  fit  the  feet;  and 
the  seams  are  woven — not  cut  and  sewn.  Price,  $2  a  box. 

NOTE. — The  copy  given  in  Questions  5  and  6  may  be  transposed  or 
changed  slightly  if  better  arrangement  will  thereby  be  made  possible. 
Where  copy  is  given  in  full  in  the  Examinations  it  is  not  necessary  to 
copy  it  but  only  make  the  layout. 

Before  doing  the  work  on  question  7,  review  Arts.  34-46  of 
Copy  for  Advertisements,  Part  2,  and  note  also  the  analysis  on  the 
second  page  of  the  Examination  of  same  Paper.  Make,  similarly,  a 
careful  analysis  of  the  "Last-Long"  hosiery  subject,  referred  to  above. 


PROOF-READING 


EXAMINATION  QUESTIONS 

(1)  Why  is  it  better  in  newspaper  advertising  to  avoid  a 
second  proof  of  an  advertisement? 

(2)  Is  it  ever  advisable  to  allow  any  advertisement  to  be 
published  without  seeing  a  proof  of  it? 

(3)  (a)  How  should  a  proof  be  indorsed  when  it  is  right 
as  it  stands  and  requires  no  change?     (£)  How  should  it  be 
indorsed  when  all    corrections  have  been  marked  and  the 
writer    does   not   wish    to   see  a  second   proof?     (c)    How 
should  the  proof  be  indorsed  when  it  is  thought  advisable 
to  see  a  second  proof? 

(4)  What  is  the  principal  difference  between  the  proof- 
reading work  of  a  proof-reader  in  the  printing  office  and  the 
work  of  an  ad-writer  or>  proof  of  his  own  copy? 

(5)  Why   is    the   method   of    indicating    corrections   in 
an   orderly   manner   directly   opposite    the   line   containing 
the  errors  to  be  preferred  where  there  are  many  corrections? 

(6)  On  the  next  page  is  copy  for  the  matter  set  up  as 
Exercises  I  and  II.     Compare  this  copy  very  carefully  with 
Exercises  I  and  II,  and  indicate  by  the  proper  marks  what 
corrections  should  be  made  in  the  two  proofs.     Exercises 
I  and  II  are  then  to  be  returned  for  criticism. 

(7)  Exercise  III  shows  the  proof  of  a  panel  of  a  depart- 
ment-store advertisement  as  it  came  to  the  ad-writer  after  a 
hasty  reading  in  a  newspaper   office.     Assume    that   it   is 

19 


COPY  FOR  EXERCISE  I 

This  Stylish  Three  Button  Sack  Suit 

is  to  be  THE  thing  with  the  young  fellows  this  fall.   In  one  of  the 
new  brown  effects  it  will  be  simply  stunning—that  is,  if  it's  one 
of  ours.   Medium-long  lapel.   Coat  just  long  enough  to  have  the 
dignified  ''dressy11  appearance.   Note  the  distinctive  cut  of  the 
front. 

Made  to  Measure  for  $15 

We'll  hand-tailor  character  and  individuality  into  the  shoulders 
and  curve  the  waist  line  just  enough  to  make  it  becoming.  Manly 
young  fellows  don't  like  the  overdone  effeminate  touch  of  the  ready- 
made  coat. 

Come  in  and  get  our  Fall  Style  Book  and  samples  of  new  fall 
suitings . 

Open  Monday,  Wednesday,  and  Saturday  evenings. 
Green  &  Brown 

1032  Market  Street 

COPY     FOR    EXERCISE    II 

HARMONY  AND  MODERATION  IN  ADVERTISING  TYPE 

The  typographical  appearance  of  a  newspaper  has  a  great  deal  to  do 
with  its  success,  both  as  a  newspaper  and  as  an  advertising  medium. 
It  lies  within  the  power  of  every  newspaper  to  be  attractive  and  in 
good  taste,  typographically.  Typography  is  an  art  in  which  is  con- 
centrated the  best  that  the  art  of  all  previous  generations  has 
learned  of  form  and  effect.   The  type  foundries  are  today  casting 
faces  of  type  that  fulfil  every  requirement  of  artistic  typography. 
and  it  lies  with  the  newspaper  to  select  harmonious  faces,  that  will 
give  the  most  attractive  appearance  to  the  paper,  when  used  day  after 
day  in  varying  combinations. 

The  Star  has  from  year  to  year  made'  a  number  of  purchases  of  new 
faces  of  type,  selecting  the  effective  and  attractive  styles.  The 
Star's  policy  in  reference  to  type  is  to  select  only  that  which 
enters  into  the  harmony  of  the  paper.   The  typographical  harmony  of  a 
newspaper  is  like  harmony  in  music  or  architecture.   It  is  a  funda- 
mental, attractive  force,  without  which  all  the  rest  is  ineffective. 
The  note  to  which  the  harmony  of  The  Star  is  attuned  is' 'modera- 
tion. ' '   It  is  only  by  the  use  of  type  of  moderate  size  that  all  the 
pages  of  a  newspaper  can  be  made  attractive.  Type  that  is  gro- 
tesquely large  or  illegibly  small  has  the  worst  sort  of  effect  on  the 
general  appearance  of  a  newspaper. 

When  a  newspaper's  type  is  of  moderate  size  and  is  harmonious,  the 
eye  easily  grasps  the  facts  and  figures  set  forth  in  the  type,  and 
reading  its  advertising  pages  becomes  a  pleasure—not  a  task.  News- 
papers that  neglect  harmony  and  moderation  in  the  use  of  type  are 
constantly  driving  the  reader  away  from  the  advertising  columns.   It 
is  the  constant  purpose  of  The  Star  to  attract  the  reader  to  all  its 
advertising  columns. 

The  first  purpose  of  type  is  that  it  shall  be  read.  Therefore,  in 
selecting  its  type.  The  Star  has  sought  always  for  type  that  is  not 
only  attractive  and  effective  but  also  legible.   Type  may  be 
illegible  from  any  one  of  a  number  of  reasons—because  it  is  too 
small,  or  because  the  letters  are  not  cut  in  conformity  with  the 
rules  of  legibility,  or  because  it  is  too  large. 

That  type  may  not  be  easily  read  on  account  of  being  too  large 
seems  like  a  paradox,  but  it  is  not  a  paradox.   The  process  of 
reading  is  largely  photographic;  the  eye  takes  in  at  a  glance  that 
which  lies  within  its  focus,  and  of  course  the  nearer  the  object,  the 
narrower  the  focus.   The  eye  will  take  in  10-foot  type  a  block  away, 
or  two  blocks  away;  it  will  take  in  easily  type  a  foot  high  when  it 
is  across  the  street  on  a  signboard,  or  type  3  feet  high  when  it  is  a 
block  away  in  an  electric  light;  but  the  eye  does  not  easily  read  a 
type  that  is  an  inch -high  when  the  type  is  within  a  foot  of  the  point 
of  vision,  for  the  simple  reason  that  the  eye  cannot  physically  focus 
itself  to  take  in  at  that  range  words  composed  of  type  of  that  size. 


COPY    FOR    EXERCISE    III 


Smartly  Tailored  Suite 
Specially  Priced 


tylish  suits,   both  imported  and  American-made.     All  models  worth  while 
are  here. 

What  is  the  use  of  worrying  about  how  a  suit  will  "turn  out"? 
Try  on  one  of  our  models—all  of  them  the  work  of  skilled  tailors — and 
you  will  know  at  a  glance  the  cut,  fashion  and  becomlngnesa  of  the  suit. 

Three  groups,  described  below,  claim  the  place  of  honor  today. 
We  may  lay  special  stress  on  the  smart  lines  of  the  suits  at  $27.  The  cut 
of  the  coat  tends  to  give  slenderness  ta  the  figure.      It  may  be  just  the 
ooat  you  are  looking  for. 


\ 


;  r«g"larly  *30— Tine  cheviots  and  broadcloth  suits, 
made  with  smart,   mannish  sack  coats,  bound  with  braid,   or  36-inch  semi- 
fitting,   single-breasted  jackets,    seams  strapped,  beautifully  tailored, 
finished  with  rows  of  stitching.     The  skirts  side-plaited,   finished  with 
bias  fold. 

AM25^  regularly  $35— Velveteen  suits,  made  with  hip-length, 
double -"breast ed  jackets,   trim-led  with  braid,   lined  with  a  guaranteed  satin 
lining  for  two  seasons.     Skirts  side-plaited,   trimmed  with  braid. 

At  $27,  regularly  $37.50--Suits  of  fine  broadcloth,  made  with 
a  36-inch,   double-breasted  jacket,   the  new  ffjJtti(  front,   giving  the  tapen 
ing  waist  effect,   inlaid  collar  and  cuffs  of  velvet,   skirt  side-plaited, 
with  front  gore  forming  plai  ted  panel . 

Third  M.oor,  Old  Building. 


4  PROOF-READING  §9 

proof  of  copy  that  you  had  sent.  Answer  the  queries;  do 
not  try  to  edit  the  language,  but  correct  any  positive  '..rror 
that  may  have  passed  unnoticed  in  copy,  and  look  carefully 
for  errors  in  the  proof  that  have  not  been  detected  and 
marked  by  the  newspaper  proof-readers;  indorse  the  proof 
properly.  Then  return  the  sheet  for  criticism.  On  the  pre- 
vious page  is  the  original  copy  sent  to  the  newspaper  foi 
this  panel.  The  sizes  of  type  in  Exercise  III  were  those 
called  for  by  the  directions  on  copy;  they  appear  somewhat 
small  on  account  of  the  reduction  in  photographing.  In 
answering  the  query  about  price,  you  may  assume  what  the 
original  figure  was;  and  you  may  also  assume  that  the 
obscurely  written  word  in  the  copy  is  "shield." 


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INDEX 


NOTE. — All  items  in  this  index  refer  first  to  the  section  (see  the  Preface)  and  then  to  the 
page  of  the  section.  Thus,  "Abbreviations,  §5,  p24,"  means  that  abbreviations  will  be  found  on 
page  24  of  section  5. 


A  and  an,  Use  of,  §4.  p36. 
Abbreviations,  §5,  p24. 
Address,  Method  of  using  an,  §2,  p43. 
Adjectives  as  antecedents,  §4,  p6. 

for  adverbs.  Misuse  of,  §4.  p!7. 

Order  of,  §4,  p!3. 

Redundant,  §4,  p48. 

Rules  for  comparing,  §4,  plO. 
Admonition  to  reader,  §2,  p40. 
Adtype  exhibit  of  type  sizes,  §7,  p62. 
Adver  Condensed  exhibit  of  type  sizes,   §7, 

P60. 
Adverbs,  Comparison  and  position  of,  §4,  p!4. 

for  adjectives.  Misuse  of,  §4,  p!5. 
Advertisement,  Definition  of,  §2,  pi. 

in  type,  Example  of,  §6,  p7. 
Advertisements,    Complete    and    incomplete, 
§1,  p24. 

Components  of,  §1,  p25. 

Examples  of  constructing,  §3,  p31. 

Functions  of,  §1,  p22. 

in  series,  §3,  p47. 

Advertisers,  Qualifications  for,  §1,  p5. 
Advertising,  Definition  of,  §1,  pi. 

faces,  Requirements  of,  §6,  plO. 

Humorous,  §3,  p!6. 

mediums,  Definition  and  classification  of, 
§1.  p21. 

Relation  of,  to  the  other  selling  forces,  §1, 
p3. 

space,  Method  of  measuring,  §6,  p28. 

type,  Best  use  of,  §7,  p3. 

work,  Persons  concerned  in,  §1,  p4. 
Ad-writer    and    printer,    Relation    between, 
§8,  P18. 

-Writers'  Chart,  Directions  for  using,  §8,  p2. 
Agate  line,  Method  of  measuring  advertising 
space  by,  §6,  p28. 

type,  Definition  of,  §6,  p!2. 


Alliteration,  §3,  p!5. 

An  and  a.  Use  of,  §4,  p36. 

Analyses  of  model  advertisements,  §3,  p33. 

Analysis  of  selling  points,  §1,  p28. 

And  and  but,  Use  of,  §4,  p20. 

Antecedents,  Rules  for  use  of,  §4,  p3. 

Any,  Ambiguity  of,  §4,  p!2. 

Apostrophe,  Rules  for  using  the,  §5,  p!3. 

Arlington. border,  §7,  pi  16. 

Old-Style  exhibit  of  type  sizes,  §7,  p64. 
Article.  Study  of,  §1,  p27. 
Articles,  Repetition  of,  §4,  p37. 
At  length  and  at  last,  Use  of,  §4,  p!8. 
Attention,  How  attracted,  §1,  p23. 


Bargain  offer,  Value  of,  §3,  p8. 

Bates      numbering-machine     advertisement," 

Method  of  writing,  §3,  p42. 
Be,  Misuse  of  pronouns  with,  §4,  p7. 
Black-faced  type,  Method  of  indicating,  §5, 

p27. 

Elaine  refrigerator  analysis,  §3,  p36. 
Blind  heading,  §2,  p!5. 
Body  matter,  Definition  of,  §1,  p26. 
matter  of  advertisements,  §2,  p20. 
type  and  display  type.  Distinction  between, 

§6,  p8. 

type  exhibit  of  sizes,  §7,  p!04. 
type.    Methods   of   indicating,    on   layout, 

§8,  P7. 

-type  sizes  and  synopses,  §6,  pll. 
-type  space,  Method  of  measuring,  §6,  p!6. 
-type  width  of  various  sizes,  §6,  p!6. 
Bookman   Old-Style   exhibit   of   type   sizes, 

§7,  plOO. 

Borders,  Exhibit  of,  §7,  pi  14. 
Exhibit  of  plain-rule,  §6,  p24. 
parallel,  double  and  ornamental,  Exhibit  of, 
§6,  P25. 


INDEX 


Brackets,  Rules  for  using,  §5,  p!2. 
Brass  rule.  Exhibit  of,  §7,  pi  12. 
Brockton  border,  §7,  pl!7. 
Bulfinch  border,  §7,  pi  17. 

Old-Style  body  type,  §7,  p!08. 

Old-Style  exhibit  of  type  sizes,  §7,  p!02. 
Business  advertisements,  §3,  p28. 
But  and  and,  Use  of,  §4,  p20. 


Calculating  body-type  space,  §6,  p!6. 

Capitalization  rules,  §5,  p!5. 

Capitals,  Method  of  indicating,  §5,  p27. 

Caret,  Rules  for  using  the,  §5,  p!4. 

Case  of  pronouns  after  prepositions,  §4,  p8. 

of  verbs,  §4,  p24. 

Caslon  Bold  Condensed  exhibit  of  type  sizes, 
§7,  P76. 

Bold  exhibit  of  .type  sizes,  §7,  p72. 

Bold  Italic  exhibit  of  type  sizes,  §7,  p74. 

Old-Style  body  type,  §7,  pill. 

Old-Style  exhibit  of  type  sizes,  §7,  p70. 

Old-Style  Italic  exhibit  of  type  sizes,  §7,  p69. 
Catch  phrases,  §3,  p28. 
Century  Expanded  body  type,  §7,  p!09. 
Changes  and  corrections  in  proof,  §9,  po. 
Chart,    Ad-Writers',    Directions   for   use    of, 

§8,  P2. 

Cheltenham  Bold  Condensed  exhibit  of  type 
sizes,  §7,  p98. 

Bold  exhibit  of  type  sizes,  §7,  p96. 

Old-Style  body  type,  §7,  p!07. 

Old-Style  exhibit  of  type  sizes,  §7,  p92. 

Wide  body  type,  §7,  p!07. 

Wide  exhibit  of  type  sizes,  §7,  p94. 
Circles  and  ovals,  How  to  measure,  §6,  p20. 
Classification  of  advertising,  §1,  pi. 
Clearness,  Importance  of,  §3,  p2. 
Cloister  Black  body  type,  §7,  p!08. 

Black  exhibit  of  type  sizes,  §7,  p78. 
Collective  nouns,  §4,  p37. 
Colloquialisms,  §3,  p!9. 
Colon,  Rules  for  using  the,  §5,  p6. 
Columns  and  pages  of  magazines,  Dimensions 
of,  §6,  p27. 

and  pages  of  newspapers,  Dimensions  of, 

§6,  p26. 

Comma,  Rules  for  using  the,  §5,  p3. 
Common    errors    in    English,     Alphabetical 

list  of,  §4,  p51. 

Comparison  of  adjectives,  §4,  plO. 
Comparisons,  Double,  §4,  p!3. 

Inadmissible,  §4,  pll. 
Components  of  copy,  §2,  pll. 
Composition,  Benjamin  Franklin  method  of 
improving,  §3,  p23. 


Composition — (Continued) 

Logical  arrangement  of,  §3,  p21. 

Requisites  for  skill  in,  §3,  p20. 
Compounding  of  words,  §5,  p!9. 
Concentration,  Value  of,  §3,  pi. 
Conciseness,  Value  of,  §3,  p2. 
Condensed  type,  Definition  of,  §6,  p9. 
Confidence,  Method  of  inspiring,  §1,  p23. 
Conjunctions,  Use  and  misuse  of,  §4,  p!8. 
Consumers,  How  to  study,  §1,  p20. 

part  in  sales,  §1,  p!3. 
Convex  border,  §7,  pi  19. 
Conviction,  Method  of  producing,  §1,  p23. 
Copy,  Arrangement  of,  for  layout,  §8,  pll. 

Change  in  style  of,  §2,  p7. 

Classes  of,  §2,  p2. 

Components  of,  §2,  pll. 

Definition  of ,.§1,  p25. 

Editing  of,  §5,  p25. 

Examples  of  writing,  §3,  p31. 

for  advertisements,  §2,  pi. 

Method  of  brightening,  §3,  pi  7. 

Methods  of  furnishing  duplicate,  §8,  p!9. 

realistic,  Method  of  writing,  §3,  p4. 

summary,  Use  of,  §3,  p31. 

Value  of,  §2,  pi. 

'Corbitt    Condensed    exhibit    of    type    sizes, 
§7,  P22. 

exhibit  of  type  sizes,  §7,  p20. 
Correct  and  faulty  diction,  §4,  pi. 
Corrections  and  changes  in  proof,  §9,  p5. 
Correlatives,  §4,  p46. 
Gushing  exhibit  of  type  sizes,  §7,  p!04. 

Monotone  body  type,  §7,  p!09. 
Customer,  prospective,  How  to  study  a,  §1. 
p20. 

Study  of,  §3,  p24. 
Cut,  Definition  of,  §1,  p26. 

in  price.  Reasons  for,  §2,  p37. 

D 

Dash,  Rules  for  using  the,  §5,  plO. 
Data-built  copy,  §2,  p7. 
Declarative  heading,  §2,  p!4. 
Definitions,  General,  §1,  pi. 
Description,    Influences   of   medium   on,    §2. 
p29. 

Methods  of  writing,  §2,  p30. 

Purpose  and  amount  of,  §2,  p28. 
Descriptions,    realistic,    Method    of    writing, 

§3,  P4. 

Desire,  Method  of  creating,  §1,  p23. 
De  Vinne  Condensed   exhibit  of  type  sizes, 
§7,  p40. 

exhibit  of  type  sizes,  §7,  p38. 

Extended  exhibit  of  type  sizes.  §7,  p42. 


INDEX 


Dickens  exhibit  of  type  sizes,  §7,  p!06. 
Direct-command  heading,  §2,  p!5. 
Directions  to  printers,  Method  of  indicating, 

55.  P30. 
Display,  Definition  of,  §1,  p26. 

plan,  Definition  of,  §i;  p26. 

type  and  body  type,  Distinction  between, 
§6,  p8. 

type,  Exhibit  of  various  faces  of,  §7,  p!6. 

type,  How  to  determine  size  of,  §8,  p!5. 

-type  sizes,  §6,  p8. 

Ditto  marks.  Rules  for  using,  §5,  p!5. 
Division  of  words,   §5,  p21. 
Do,  Misuse  of,  §4,  p26. 
Double  borders,  Exhibit  of,  §6,  p25. 

-column  advertisement,   Definition  of,  §6, 
p29. 

comparisons,  §4,  p!3. 

negatives,  §4,  p45. 
Duplicate  copy,   Methods  of  furnishing,   §8, 

Pie. 

E 

Each,  every,  and   no  preceding  antecedents, 

§4,  P6. 

other  and  one  another,  Use  of,  §4,  p!3. 
Edited  copy,  Example  of,  §5,  p29. 
Editing  of  copy,  §5,  p25. 
Em,  Definition  of,  §6,  p5. 
En,  Definition  of,  §6,  p6. 

Errors,  common,  Alphabetical  list  of,  §4,  p51. 
Exclamation  point,  Rules  for  using,  §5,  p9. 
Extended  type,  Use  of,  §0,  p9. 
Extravagant  and  reasonable  statements,  §3, 

p4. 

F 

Faulty  diction,  §4,  pi. 
Figures,  Use  of,  §5,  p23. 
File  for  advertisements.  Use  of,  §2,  p45. 
Firm  name  and  address,  Forms  of,  §2,  p43. 
Fist  mark,  Rules  for  using  the,  §5,  p!5. 
Folioing  of  sheets  and  insertions,  §5,  p28. 
Former  and  latter,  Use  of,  §4,  pi 2. 
Foster  exhibit  of  type  sizes,  §7,  p!6. 
Franklin  method  of  practice  in  composition, 

§3,  P23. 
French  Old -Style  body  type,  §7,  p!09. 


Grammar  and  advertising,  §3,  p!9. 
Graphic  border,  §7,  pi  14. 

H 

Had  rather,  and  had  better.  Use  of,  §4.  p41. 
Hand  -  numbering  -  machine      advertisement, 

Method  of  writing,  §3,  p42. 
Heading   or  headline.    Requirements   of,    §2, 

pll. 

Hearst  exhibit  of  type  sizes,  §7,  p56. 
High  prices,  Use  of,  §2,  p34. 
How,  Misuse  of,  §4,  p!6. 
Human  nature,  Study  of,  §3,  p24. 
Humorous  advertising,  §3,  p!6. 
Hyphen,  Rules  for  using  the,  §5,  plO. 

I 

I  and  we,  Use  of,  §3,  p!9. 

Illustration,  Definition  of,  §1,  p26. 

Inch  method  of  measuring  advertising  space, 

§6,  P2S. 

Index  marks,  Rules  for  using,  §5,  p!5. 
Indirect  sale,  Consumer's  part  in,  §1,  pi 4. 

nfluencing  the  reader.  Methods  of,  §1,  p23. 

nforming  copy,  §2,  p6. 

nitials,  §7,  p!21. 

nland  French  script,  Exhibit  of,  §7,  pi  13. 

nserting  of  additional  sheets  in  manuscript, 
§5,  P28. 

nterest,  Method  of  awakening,  §1,  p23. 

nterrogation  mark,  Rules  for  using  the,  §5, 
pS. 

nterrogative  heading,  §2,  p!5. 

ntroduction  for  several  articles,  §2,  p22. 

Purpose  of  the,  §2,  p20. 
Irregular  verbs,  List  of,  §4,  p30. 
Italicizing,  §5,  p25. 
Italics,  Method  of  indicating,  §5,  p27. 


Jenson  Italic  exhibit  of  type  sizes,  §7,  p68. 
Old-Style  exhibit  of  type  sizes,  §7,  p66. 
John    Hancock   Condensed    exhibit   of    type 

sizes,  §7,  p86. 

Hancock  exhibit  of  type  sizes,  §7,  p84. 
Hancock  Extended   exhibit  of  type  sizes, 
§7.  p88. 


General  advertising,  Definition  of,  §1,  p2. 

publicity.  Definition  of,  §1,  p2. 
Goods,  Study  of,  §1,  p27. 
Gothic  Condensed,  No.  1,  exhibit  of  sizes  of 
type,  §7,  p34. 

No.  1  exhibit  of  type  sizes,  §7,  p32. 

No.  8  exhibit  of  type  sizes,  §7,  p36. 


Language,  Beauty  and  harmony  in,  §3,  p21. 
Latter  and  former,  Use  of,  §4,  pi  2. 
Laureate  exhibit  of  type  sizes,  §7,  p82. 
Layout  for  complex  advertisements,  §8,  p!6. 

Purpose  of  the,  §8,  pi. 

Steps  in  making  a,  §8,  p4. 
Leading,  Amount  of,  §6,  p8. 


xii 


INDEX 


Leads,  Use  of.  §6.  p6. 

Line  method  of  space  measuring. 

Lines  of  type  to  an  inch,  §6,  p!5. 

List  of  common  errors,  §4,  p51. 

Local  advertising.  Definition  of.  §1,  pi. 

Logical  construction,  §3,  p21. 

Long  primer,  Definition  of,  §6,  p!2. 

M 

MacFarland  body  type,  §7,  pill. 

Condensed  exhibit  of  type  sizes,  §7,  p30. 

exhibit  of  type  sizes,  §7,  p26. 

Italic  exhibit  of  type  sizes,  §7,  p28. 
Magazine  border,  §7,  pi  16. 

columns  and  pages,  Dimensions  of,  §6,  p27. 
Mail-order  advertising.  Definition  of,  §1,  p2. 

-order  dealer  to  consumer,  §1,  plO. 

•order  dealers.  Classification  of,  §1,  plO. 

-order  sale,  Consumer's  part  in,  §1,  p!5. 
Manufacturer  selling  direct  to  consumer,  §1, 

p9. 
Marketing,  Combination  methods  of,  §1,  p!3. 

Methods  of,  §1,  p8. 
McClure  body  type,  §7,  pi  12. 

exhibit  of  type  sizes,  §7,  p24. 
Me  being,  and  I  being.  Use  of.  §4,  p8. 
Measuring  body-type  space,  §6,  p!6. 
Measures  for  body  type,  §6,  p!5. 
Medium  or  regular  type,  Definition  of,  §6,  p9. 
Mediums,  Definition  and  classification  of,  §1, 

p21. 

Men,  Advertising  to,  §3,  p26. 
Metaphors  and  similes,  Inconsistent,  §4,  p51. 
Methods  of  marketing,  §1,  p8. 
Middlemen  and  retailers,  Selling  through,  §1, 

p8. 

Mode,  subjunctive,  Use  of,  §4,  p41. 
Modern  Roman  body  type,  §7,  p!09. 

Roman,  Definition  of,  §6,  pll. 
Modifying  elements,  Excessive  use  of,  §4,  p46. 
Monotype  border,  §7,  p!20. 

N 
Name    and    address.   Method    of    using.    §2, 

p43. 
Newspaper  advertisements.  Standard  widths 

of.  §6.  p27. 
border,  §7,  pl!4. 

column  and  page.  Dimensions  of,  §6,  p26. 
No  used  for  not,  §4,  p!7. 
Nonpareil,  Definition  of,  §6,  pi  2. 
Nor  or  or  after  no  or  not,  §4,  p!9. 
Notes  to  printer,  Method  of  indicating,   §5, 

p30. 

Nouns,  Collective,  §4,  p37. 
Formation  of  plural,  §4,  p39. 


Numbering-machine   advertisement.    Method 

of  writing  copy  for,  §3,  p42. 
of  copy  and  layout,  §8,  p!2. 
of  sheets  and  insertions,  §5,  p28. 

O 

Old-Style  Roman  body  type,  §7,  pi  10 
-Style  Roman,  Definition  of,  §6,  pll. 
Or  or  nor.  Subjects  connected  by,  §4,  p2.5. 
Originality,  §3,  p!5. 

Ornamental  borders.  Exhibit  of,  §6,  p2o. 
Ovals  and  circles,  How  to  measure,  §6,  p20. 


Pabst  Old-Style  exhibit  of  type  sizes,  §7,  p90. 
Paper,  Kind  of,  to  use  for  manuscript,  §5,  p28. 
Paragraph  mark,  Rules  for  using  the,  §5,  plo. 

marks.  Exhibit  of,  §7,  pi  12. 

Method  of  indicating  a,  §5,  p27. 
Paragraphing,  §3,  p!8. 

Allowance  for,  in  preparing  copy,  |6,  p22. 
Paragraphs  and  words,  Division  of,   §5,  p21. 
Parallel  borders,  Exhibit  of.  §6,  p25. 
Parenthesis  marks,  Rules  for  using,  §5,  pll. 
Period,  Rules  for  using  the,  §5,  p7. 
Phrase  construction  of  possessive,  §4,  p9. 
Pica,  Definition  of,  §6,  p5. 
Picas,  Method  of  calculating  in,  §6,  p!8. 
Plain-rule  borders,  §6,  p24. 
Plan  of  selling,  §2,  p40. 
Plural  and  singular  verbs,  Use  of,  §4,  p24. 

of  nouns,  Forming  the,  §4,  p39. 
Plurals,  Apparent,  that  are  singular,  §4,  p38. 
Poetical  words  in  prose,  §4,  poO. 
Point  system,  §6,  p4. 
Points,  selling,  Definition  of,  §1.  p27. 
Possessive  case,   Methods  of  indicating  the, 

§4,  p8. 

Possessives  with  verbal  nouns,  §4,  p27. 
Post   Condensed    exhibit  of  type  sizes,    §7, 
p50. 

Old-Style  Italic  exhibit  of  type  sizes,   §7. 
p52. 

Old-style   Roman    No.    1   exhibit   of   type 
sizes,  §7,  p46. 

Old-style   Roman   No.    2   exhibit  of   type 

sizes,  §7,  p48. 

Powell  exhibit  of  type  sizes,  §7,  p80. 
Prepositions,  Proper  use  of,  §4,  p21. 
Price  and  quality,  Relation  of,  §2,   p36. 

Importance  of,  §2,  p34. 

When  to  omit.  §2,  p35. 

Printer    and    ad-writer,    Relation    between, 
§8.  p!8. 

notes  to,  Method  of  indicating,  §5.  p30. 
Printing-office  style,  §5,  p20. 


INDEX 


Progressive  passive  forms  of  verbs,  §4,  p40. 
Pronoun  and  its  antecedent,  §4,  p3. 

Place  of,  §4,  p3. 
Pronouns,  Misuses  of,  §4,  p7. 

Precedence  of,  §4,  p8. 

Proof,   Handling  of,   by  a   proof-reader.   §9, 
p5. 

Handling  of,  by  an  ad-writer,  §9,  p2. 

marks,  Explanations  of,  §9,  p8. 

Method  of  taking,  §9,  pi. 

-reading,  Examples  of,  §9,  pll. 

-reading  wide-measure  work,  §9,  p!5. 
Prospective    customer.    How    to   study,    §1, 
P20. 

customer,  Study  of,  §3,  p24. 
Punctuating  of  copy,  §5,  pi. 


Quads,  Use  of,  §6,  p6. 
Qualifications  for  advertisers,  §1,  p5. 
Quentell  exhibit  of  type  sizes,  §7,  p44. 
Quotation  marks.  Rules  for  using,  §5,  p!2. 
Quotations  in  introductions,  §2,  p25. 


Real-estate  advertisement,  Method  of  writing 

copy  for,  §3,  p44. 
Realistic  descriptions,'  Method  of  writing,  §3, 

P4. 

"Reason-why"  copy,  §2,  p7. 
Reasonable  and  extravagant  statements,  §3, 

P4. 
Rectangles,  Method  of  calculating  space  in, 

§6,  P18. 

Redundant  adjectives,  §4,  p48. 
Refrigerator  advertisement,  Analysis  of,  §3, 

.p36. 
Regular  or  medium  type.  Definition  of,  §6, 

P9. 

Reminding  copy,  §2,  p2. 
Repetition  of  ideas,  §3,  p3. 

of  words,  §4,  p48. 
Resinol     soap     advertisement,     Method     of 

writing,  §3,  p41. 
Retail  advertising,  Definition  of,  §1,  p2. 

sales,  Consumer's  part  in,  §1,  p!9. 
Retailer-to-consumer  method  of  selling,   §1, 

pll. 
Retailers   and    middlemen,    Selling    through, 

§1,  p8. 

Rinklets  border,  §7,  pi  19. 
Roman,   Old-Style  and   Modern,   Distinction 

between,  §6,  pll. 
Roycroft  exhibit  of  type  sizes,  §7,  p54. 

border,  §7,  pi  15. 
Rugged  brass-rule  border,  §7.  p!20. 


Salesmanship  copy,  §2,  p6. 

Sausage    advertisement.    Analysis   of   a,    §3, 

p33. 
Sch«?ffer  Old  Style  exhibit  of  type  sizes,  §7S 

P58. 

Scrap  book,  Use  of,  §2,  p45. 
Script.  Inland  French,  §7.  pi  13. 
Seasonableness,  §3,  p!3. 
Selling  forces,  Relation  of,  to  advertising,  §1, 

p3. 

plan,  §2,  P40. 

points,  Analysis  of,  §1,  p28. 
points,  Definition  of,  §1,  p27. 
points,  How  to  obtain  information  about, 

§1,  p31. 

Semicolon,  Rules  for  using  the,  §5,  p6. 
Sequence  of  ideas,  §3,  p3. 
Series  in  advertisements,  §3,  p47. 
Shall  and  will,  Correct  use  of,  §4,  p28. 
Sheets    and    insertions,    Numbering    of,    §5, 

p28. 

Short  words  and  sentences,  §3,  p3. 
Should  and  would,  Correct  use  of,  §4,  p28. 
Signature,  Method  of  using  a,  §2,  p43. 
Similes    and     metaphors,    Inconsistent,    §4, 

p51. 
Single-column  advertisements,  Definition  of, 

§6,  P29. 

Singular  and  plural  verbs.  Use  of,  §4,  p24. 
Slang,  §3,  p!9. 

and  clipped  words,  §4,  p49. 
Slug,  Definition  of,  §6,  p7. 
Soap  advertisement.  Method  cf  writing  copy 

for  a,  §3,  p41. 
Space  for  body  type,  Method  of  measuring, 

§6,  p!6. 

Spaces,  Use  of,  §6,  p6. 
Specifying  styles  and  sizes  of  type  on  layout, 

§8,  p!2. 

Split  infinitive,  §4,  p27. 
Square-inch  method  of  measuring  body  space, 

§6,  p!6. 
inch,  Table  of  number  of  words  to  a,  §6, 

P17. 

Squinting  construction,  §4,  p47. 
Style,  Printing-office,  §5,  p20. 
Subheadings,  Value  and  use  of,  §2,  p!6. 
Subjunctive  mode,  Use  of,  §4,  p41. 
Subordinate    clauses,    Excessive    use    of,  §4, 

p47. 

Suggestive  copy,  §2,  p2. 
Summary  of  copy,  Use  of,  §3,  p31. 
Superlative  degree  for  the  comparative,   §4, 

p45. 
Synonyms,  Use  of.  §3,  p22. 


xiv 


INDEX 


Table  giving  number  of  words  per  line,   §6, 
p23. 

giving  widths  of  newspaper  advertisements, 
§6,  P27. 

of  lines  of  type  per  inch,  §6,  p!5. 

of  measures  for  body  type,  §6,  p!5. 

of  number  of  words  to  a  square  inch,  §6, 

p!7. 

Than,  Correct  use  of,  §4,  p!9. 
That  as  a  relative.  Use  of,  §4,  P4. 

who,  and  which,  Use  of,  §4,  p42. 
Timeliness  in  advertising,  §3,  pll. 
Trade  advertising.  Definition  of,  §1,  p2. 
Transposition,    Method     of     indicating,    §5, 

p26. 

Triangular  spaces,  How  to  measure,  §6,  p20. 
Trite  expressions,  §4,  p50. 
Truthfulness  in  advertising,  §3,  p6. 
Twentieth -Century  border,  §7,  pi  19. 
Type  features,  §6,  p2. 

for  advertisements,  Best  use  of,  §7,  p3. 

Importance  of  a  knowledge  of,  §6,  pi. 

measurements,  §6,  p4. 

page,  Definition  of,  §6,  p26. 

Sizes  of,  §6,  p5. 

Specifying  styles  and  sizes  of,  on  a  layout, 

§8,  P12. 

Typewriter  type,  §7,  pi  10. 
Typewritten  copy,  Advantage'of,  §5,  p27. 


Verbal  nouns  with  the  possessive,  §4,  p27. 
Verbose  expressions,  §4,  p48. 
Verbs,  Common  mistakes  in  the  use  of,   §4, 
p26. 

irregular,  List  of,  §4,  p30. 

Progressive  passive  forms  of,  §4,  p40. 

singular  and  plural,  Use  of,  §4,  p24. 
Very,  Proper  use  of,  §4,  p46. 

W 
Waist-sale,  advertisement,  Method  of  writing 

copy  for  a,  §3,  p44. 
We  and  I,  Use  of,  §3,  p!9. 

and  us,  Use  of,  §4,  p8. 
Webb  exhibit  of  type  sizes,  §7,  p!8. 
When,  while,  and  where,  Use  of,  §4,  p!7. 
Which,  who,  and  that,  Use  of,  §4,  p42. 
While,  when,  and  where,  Use  of,  §4,  p]7. 
Who  or  whom,  Use  of,  §4,  p45. 

which,  and  that,  Use  of,  §4,  p42. 
Widths   of    newspaper    advertisements,    §6, 

P27. 

Will  and  shall,  Correct  use  of,  §4,  p28. 
Women,  Advertising  to,  §3,  p25. 
Words  and  paragraphs,  Division  of,  §5,  p21. 

Choice  and  use  of,  §3,  p21. 

per  line,  Number  of,  §6,  p23. 

to  square  inch,  Table  of  number  of,  §6,  p!7. 
Would  and  should,  Correct  use  of,  §4,  p28. 


